Big V Cancer Cover, which will be priced from £5 a month, is the only insurance of its type in the UK and is aimed at providing affordable protection in a niche market. The TV ad, which features a voiceover by Zoe Ball, uses animation to deal with the sensitive nature of the disease. It depicts the 'Big C' bullying a man by interrupting his daily activities and presenting him with a pile of bills. He is rescued by Virgin's 'Big V', which removes Big C and the attendant financial strain.
Creative agency: RKCR/Y&R
Media agency: Manning Gottlieb OMD.
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