Churchill and creative agency Saatchi and Saatchi have released an ad that will bring a whole new feel to the traditional ‘head-nodding’ ad the nation is used to.
The insurance company’s ‘Enjoy the Leap 2022’ campaign asks the public to ‘chur-chill’ and dive into insuring vehicles with the brand.
While the infamous dog makes a return to the screen, viewers are transported into a hallucinogenic and calming ‘blissed-out Chillscape’. An apprehensive car-buyer suddenly finds herself in this pink realm and is then convinced by the landscape and a floating Churchill to take insurance out on a new car.
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“As we evolve our marketing campaigns, in a world that faces huge challenges, our new advert provides a moment of escapism for viewers,” Direct Line Group Churchill marketing product owner, Kirsty Hoad, said.
“The creative delivers this with our beautiful new Chillscape – a dreamlike space, a world of serenity and optimism.
“‘Enjoy the Leap’ showcases that we understand how life’s big decisions, whether it is buying a house or learning to drive, can be triggers of stress and often come with different needs when it comes to insurance.
“Our campaign moves our focus from the rare but intense stress of things going wrong and needing to use insurance, to the more frequent stress of choosing something new in life, for which you need new cover.”
The campaign will also include out-of-home (OOH) activations that will be handled by MediaCom.
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