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Watch Admiral’s new female admiral in action in ‘First Day’ ad


By John McCarthy, Opinion Editor

February 20, 2016 | 2 min read

Admiral has taken a fresh stance on its long-standing admiral mascot opting for a female to helm the ship in its new ad campaign called ‘looking out for you’.

The UK insurance firm’s return to TV will be initiated 21 February and guides viewers through the new admiral’s seamless first day working at the company.

Fanny Limare-Wolf, deputy marketing director at Admiral Group, said that it was “the right time to re-assess our brand and refresh our creative,” adding that she is confident the “new admiral embodies our core brand values of insurance expertise and customer care”.

She concluded: “The TV advert marks the start of a wider marketing campaign that includes PR and digital activations, and we are looking forward to watching as our new Admiral becomes a familiar face in UK homes.”

The advert was created and produced by creative director, Jon Elsom, alongside Ken Sara and Charlie Harris from McCann Birmingham

The first of three ads will launch at 9pm on Sunday night just before Vera on ITV. McCann PR will drive the TV push with PR and digital activity in addition to the Admiral also appearing at London Waterloo on 23 March as part of an experiential event.


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