‘Calm Down Dear’ – a look back at the Esure ads of Michael Winner
The Drum was sad to hear of director and advertising legend Michael Winner’s passing this afternoon. So to commemorate the man’s advertising legacy, we look back on the adverts he filmed for Esure, which riled millions of people at the time, and saw him landed with a catchphrase that was even quoted by Prime Minister David Cameron during Prime Minister’s questions.
Winner starred in and directed numerous adverts for the insurance brand for three years, beginning in 2002 and turning the brand into a household name as a result.
He was ultimately replaced by a mouse in 2005 however, although the company claimed at the time that he would remain as ‘an advisor’.
In 2006 he returned however ‘due to popular demand’ to front the insurer's adverts for another three years.
Below are a few of the campaigns he featured in. Enjoy.