Created entirely using CGI, the spots showcase the well-known statue Harry Hastings – building on his authoritative and dependable character – marking a move away from Stephen Seagull. They are set in Hastings’ familiar and quintessentially British seaside setting.
The first spot – You know where you stand – focuses on Hastings Direct’s straightforward and dependable nature. The second spot – Clear skies ahead – centres on Hastings Direct’s simplicity and transparency, and the great value for money that Hastings Direct customers have come to expect.
Nicola Charles, marketing director at Hastings Direct said: “Whilst we know that price plays an important role when choosing an insurance provider, we also know that the final choice often comes down to trust – which is exactly what Hastings Direct offers its customers. Harry Hastings personifies our dependable and trustworthy brand which can be relied on when people need to most – namely during a claim.”
Ben Golik, executive creative director at RAPP UK said: “Hastings Direct is a genuinely trustworthy brand, meaning that it was a natural process to move Harry Hastings into a more relatable, more dependable human figure and by using CGI, we have captured that very essence.”
Launching on Five, C4 and ITV2 followed by a large selection of channels, the two TV ads will be supported by a multi-channel digital campaign.