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More Th>n has ditched the levity of previous campaigns in a new TV ad by VCCP promoting the insurer’s personal project manager service. Gone is the brand spokesman More Th>n Freeman (who sounded a lot like Morgan Freeman). In his place steps a project manager, who sorts through the wreckage of a house fire while a voiceover talks about More Th>n’s priority of getting its clients’ lives back on track. The work was created by Kieran Knight and Veryan Prigg, and directed by Daniel Levi through Independent. Vizeum handled media.