CNP Assurances: “In Reverse” [00:37]# This spot hinges on the following hypothesis: if life were to begin at the end, we would do more to prepare ourselves for the future. We thus first encounter the protagonist as an old man together with his wife, and go on to see his life fast-forwarding backwards, as it were: he and his wife with 3, then 2, then 1 child, and then as newlyweds. He as a young man with girlfriend, as a young man, as a child and, finally, in his mother’s womb. As is always the case with CNP insurance, the commercial plays to a soundtrack of Shostakovich’s Jazz Suite No.2.