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Swiftcover.com is putting £5m behind a new TV spot, which promotes how much people can save by using the online-only car insurance service. The ad, created by Mortimer Whittaker O'Sullivan, opens on a country farmhouse. Round the back, in the chicken run, is a man feeding money to the chickens, as a visual metaphor for the money other companies waste on running call centres. As he walks around the farm he explains how Swiftcover customers can save as much as £275 because it has no call centres.