Churchill wants consumers to Depend on the Dog as it shifts brand positioning in latest TV campaign
Churchill insurance will tonight (1 June) launch a TV advertising campaign featuring an updated ad slogan to reflect a shift in brand positioning.
Three ads have been created by WCRS to run across TV, radio, digital and social with the aim of displaying both "emotional and functional authority" for customers, with the new end line ‘Depend on the Dog’, which references brand mascot Churchie the dog, to debut during Coronation Street on ITV.
The ads, directed by Joseph Mann, see a departure from Churchill's recent CGI campaigns and instead uses real-time puppetry with everyday inanimate household objects such as a car stereo and wallpaper.
Lucy Brooksbank, head of marketing at Churchill, said the campaign will target people who might feel confused when buying insurance.
"This campaign is to reassure our customers that we speak their language, act in their interest and make the process as easy as possible so that we are there when they need us the most," she said.
MediaCom handled the media buying and planning for the campaign.