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Swinton brings back Britain’s Got Talent shadow dancers for £8.7m TV push

Swinton Insurance has turned to shadow theatre company Attraction for the second year running as it readies an £8.7m TV campaign.

Swinton first worked with the dance group – which won Britain’s Got Talent in 2013 – last year when it embarked on its first ad campaign in nearly a decade.

Marketing director Gerald McLarnon hailed the activity a success, saying it resulted in increased levels of brand awareness and consideration.

“The new adverts emphasise our key people-insuring-people proposition and reflect the personal service that we strive to provide. It is clear the British public continue to appreciate Attraction’s unique creative talents and we are very pleased to work with them again,” he added.

While last year’s ad highlighted all the services Swinton offers, the two new ads promote the home and car insurance arms of the business.

BJL developed the creative. The agency's senior creative Richard Pearson said the goal has been to maintain the emotional connection it achieved with the first spot while increasing the amount of storytelling involved to target specific audiences.

“Whether people are on the lookout for insurance products or not, we’d like to think even the most passive of viewers will find the latest set of ads enjoyable,” he added.

Both ads are set to air from today (2 February) on ITV, Channel 4 and Channel 5.

The campaign has also been supported by digital advertising and new point of sale material in Swinton’s 350 branches.

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