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LV= to launch biggest TV campaign to date 'Carnival' with Designate

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By Gillian West, Social media manager

June 20, 2013 | 2 min read

LV= General Insurance has announced it is to run its biggest TV ad campaign to date with a series of three ads from creative agency Designate.

Debuting on Monday 24 June, the summer campaign features two female leads, a lime green Mazda, a vibrant explosion of colour and a nine-foot fez-wearing penguin.

The series of ads, entitled ‘Carnival’, were shot on location on a four-day shoot in South Africa by Partizan’s Niall Downing and involved 102 cast members, seven locations, two stunt drivers, a marching band, contortionists and two dancing puppets.

“This advert is the next step in our brand evolution. We’ve had consistent imagery and look and feel in our advertising for six years, whereas many of our competitors chop and change every time they launch a new ad. This means they don’t have the same brand recognition as us - which is good news for us, bad news for them. We’ve created a real feel good factor, which gives our brand emotional appeal and likeability, and means the ad gets really positive feedback from consumers,” said Guy Hedger, GI marketing director.

LV=’s branding ‘Have Love will Travel’ has also been given the carnival treatment too. The three executions hope to promote LV=’s multicar product and no claims discount of up to 75 per cent with ad spots booked during primetime shows including Coronation Street, Emmerdale and The X Factor.

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