By The Drum Team | Editorial

May 25, 2012 | 2 min read

Hiscox has added to its campaign, which launched on 11 May with a 30 second ad, by today unveiling a 90 second cinema advert created by VCCP, with planning by Vizeum.

Produced by Ridley Scott Associates, the TV advertisement has been directed by ‘Tinker, Tailor, Soldier, Spy’ and BAFTA award-winning director Tomas Alfredson, the ad aims to promote the Hiscox values, reinforcing the strapline ‘As Good As Our Word’.

Annabel Venner, marketing director at Hiscox, said: “In these uncertain economic times when institutions are viewed with more suspicion than ever, we have designed a campaign to reflect the values that underpin our business. This is to demonstrate that despite an imperfect world, the majority of people try and conduct their lives with honour, honesty and fairness and believe that promises are worth keeping.

“We have built a strong brand in the UK and this is the next stage in its evolution, highlighting the confidence we have in our customer promises across our brand, products and service.”

Charles Vallance, founding partner at VCCP, said: “In a shaky world, Hiscox is a brand with unshakeable convictions. Having the confidence to stand by your principles is a rare quality indeed and gives the brand thought leadership.”

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