Created by WCRS, the two 30-second TV spots include a new proposition that if your car is written off, you can choose between a replacement, paying for an upgrade, or money.
Each spot breaks on TV tonight and shows Churchie, the animated nodding dog toy and brand mascot, interacting with new characters and providing solutions to everyday car insurance issues.
Churchie was first introduced by the brand in its advertising in 1996, having launched a bulldog as its company mascot in 1994.
In "crushed car", a hopelessly optimistic crushed car insists all is well before being cut off mid-sentence by an industrial magnet which lifts him toward the scrap heap.
In "melodramatic car tyre", a desperate tyre begs Churchill to avenge him after being hit by an uninsured driver.
The ads were created by James Hodson and Jason Keet at WCRS, and directed by Joseph Mann through BlinkInk.
MediaCom handled the media planning and buying. The ads will air tonight on ITV, after Coronation Street, and Channel 4, during Supershoppers.
Lucy Brooksbank, the head of marketing at Churchill, said: "Since the launch of ‘Depend on the Dog’ last June, the campaign has tracked significantly higher than the industry benchmark. Our research indicates that the strengths of the new campaign are its likeability and humour, something that Churchill has always thrived on.
"This new creative has retained the charm and British humour people expect and love from Churchie, putting him centre stage and balancing his empathy and likeability with the more functional side of insurance."
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