Did you also notice the bit at the bottom that said there were terms & conditions.
Here's a couple from John Lewis Premier cover
"Your family must take all reasonable steps to avoid incurring liability and prevent loss or damage to everything which is covered by this insurance"
"If anything happens which might lead to a claim, you should take any immediate action that you think is necessary to protect your property and belongings from further damage."
I wouldn't be surprised if this advert breaches advertising standards.