Insurance brand Beneva has launched a new campaign that extends the concept of last year’s “Good People,” which humorously showed its employees going (way) out of their way to be kind to others, like making the pizza delivery guy Employee of the Month.

The latest round of English and French creative from LG2, “Good Deeds Make Good People,” once again shows Beneva employees going to extraordinary lengths to be considerate.

The lead 30-second spot opens on a Beneva client talking to camera, saying that every time she renews her policy without a claim, the company reduces her deductible. “Plus, they’re really good people.”

It then cuts to the Beneva office where employees are doing good for others—from a man helping a colleague who’s afraid to open a can of soda she dropped, or a woman allowing her son, an aspiring tattoo artist, to practice his skills on her neck. “Oh a chicken,” says a co-worker. “Tiger,” the woman quickly corrects her.

Being good and doing good is the foundation of the Beneva business, said Louis-Philippe Roux, vice-president of marketing. “[W]e showcase that with our signature lighthearted yet caring tone.”

The campaign’s English-language component consists of a 30-second TV spot, supported by web banners, while the French campaign adds out-of-home, contextual banners and social media. Media was handled by OMD Canada and Beneva.