The RBS Insurance-owned brand is launching a series of TV ads, with its Churchill dog mascot becoming the shopkeeper of a traditional British general store named Churchill’s.
In the comedic TV clips, by WCRS, customers are shown asking the dog questions about Churchill’s insurance products. In one ad, a customer asks whether Churchill’s car insurance comes with a free 24-hour accident recovery helpline, before picking up a magnet and instantly being buried under a pile of metal items.
It follows several TV ads in which the Churchill dog has been joined by celebrities such as Rolf Harris, Melanie Sykes, .
In each ad, members of the public are seen questioning whether Churchill is being honest about the brand’s insurance deals, before proving his honesty by showing an encounter with a celebrity.
Peter Deane, marketing director at Churchill, said: "Churchill customers are loyal to our brand as it offers value, and a core part of this value is our quality of customer service. The 'shop' creative puts our dedication to good customer service at the forefront of our marketing activity, while still displaying the Churchill’s dog’s dependability."
The campaign launches today (5 January), and will be supported by digital activity, including the Churchill website being redesigned as a shop.
Churchill is the latest insurance brand to launch a New Year ad campaign. Direct Line, also owned by RBS Insurance, recently dropped its animated ads for a campaign fronted by .
RSA-owned direct insurer a series of ads based around an impressionist doing a voiceover in the style of Hollywood actor Morgan Freeman, while AXA-owned motor insurance brand Swiftcover has launched a fresh £30m campaign featuring rocker Iggy Pop.
.jpg)
.jpg)