The integrated campaign spans TV, digital and direct marketing and is intended to increase Prudential General Insurance's volume of car and home insurance policies, as well as retain and cross-sell to existing customers.
The TV ad, directed by Phil Taylor and produced by Jeremy McWilliams for Bang, aims to reflect the optimism and confidence customers feel when they insure with Prudential.
The spot begins with a woman smiling as she drives with two kids in the back of the car. Two people run past her car trying to catch a bus and words appear in the air saying "We'd like a courtesy car so we're never left stranded."
It then cuts to a man in an office who gets knocked sideways by a girl in cycling gear and words appear saying: "I'd like no excess if I'm hit by an uninsured driver."
The ad ends by returning to the woman driving with her thoughts appearing: "I've got car insurance the way I like it." A voiceover then directs viewers to the telephone number and website for Prudential General Insurance.
Frazer Gibney, partner at Inferno, said: "Prudential is a reputable brand determined to change the rules in insurance, a sector saddled with negative expectation. This is the start of a long term strategy to fill the vacuum that exists in the standard insurance market for an insurer that thinks differently -- listens to what consumers really want and acts on it."
Chris Bottle, RBS head of category marketing, said: "With fierce competition in this market, we had to really bring to the fore compelling reasons for consumers to choose Prudential over another insurance provider."
Inferno was handed the Prudential General Insurance account in February 2008 following a decision by RBS-UKi Partnerships to split the business. Tequila\ remains the lead agency for Prudential.