Insurance company Privilege has overhauled its advertising and enlisted a brand new "posh" spokesperson.
In its latest ad, Privilege replaces Joanna Lumley with Nigel Havers - technically the Honourable Nigel Havers - who is best-known as an actor but, as the son of a former Lord Chancellor, is also a proper toff.
As with the ads featuring Joanna Lumley, the campaign shows Nigel Havers enjoying the high life.
He explains how one really wants to arrive at the shoot in one's own helicopter, and how one should really have a posh accent or speak Latin to fit in at the nice country house he is staying at.
However, the tagline is that customers don't need to be posh to have the privilege of cheaper car insurance, providing they have four years' no-claims bonus.
So far, the new ad has not had a positive effect. Rather than suggesting a privileged level of car insurance is available for all, it has given the impression that the brand is expensive: Privilege's value score on BrandIndex is down from 0 to -2.
And, unfortunately, the ad hasn't made the brand look higher quality or more exclusive: Privilege's quality and corporate reputation scores have also declined.
For a product such as car insurance, it isn't always about improving how people see your brand.
It can be more important to increase brand recognition, so that it is your firm's name that springs to mind when customers are ringing around for quotes.
On that front, there has been a slight increase in Privilege's score since the ad began.
While people may not be thinking more highly of Privilege, at least they are more likely to remember the brand when looking for insurance.
METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.
It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation
In addition, we supply an index score.
- Sundip Chahal,