Beagle Street: advert-body-2 by Above+Beyond

Above+Beyond has introduced a tiny but determined dog and a soft-hearted Cockney as the brand spokespeople for Beagle Street in its debut campaign for the BGL Group-owned insurance brand.

In the first TV instalment, which broke on 26th December, the dog, called Beagle, and its owner, Lenny Street, meet a family at the seaside who are sheltering from the rain. The pair then dispense some tough love on the family, imploring them using humour to rethink their priorities and invest in Beagle Street’s life insurance policies. The combination of Lenny’s heartfelt argument and Beagle’s hard stare win the family over.

The through-the-line campaign comprises Beagle Street’s first brand TV activity in the last two years. Above+Beyond won the account in a competitive pitch in October.

Communications strategy and media planning and buying is handled by The Specialist Works. The strategy sees an evolution from the traditional life insurance DRTV model to a brand response approach with performance at its heart. The Specialist Works' launch strategy was to reach people watching TV with their families at Christmas, reminding them to plan now and protect their loved ones. The campaign launched with flagship spots in The Big Fat Quiz of the Year and Paddington.