Age UK subsidiary Age Co is returning to TV screens for the first time in over five years with an uplifting new spot that celebrates the joy of getting good insurance.

Developed by the Cheltenham-based Campfire Agency, ‘Feel Good Phone Call’ revolves around a 30-second film in which a man is seen dancing around his living room after switching his home insurance to Age Co for no extra cost.

Directed by The Gate Films’ Graeme Hill, the campaign will run primarily across daytime TV and will be further supported by radio and press executions.

“The insurance market is noisy and highly competitive, which presents a challenge to a smaller brand like Age Co. We needed a creative idea that would cut through, resonate with our audience and clearly demonstrate what Age Co has to offer,” Age Co senior marketing manager, Sally Palmer said.

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“The ads showcase not only great product features our customers can enjoy, but also the support we provide to Age UK through donating our profits, that helps older people in need. It brings to life the uniqueness of Age Co’s proposition; that when you find quality insurance that works for you and supports others too, that’s something you can feel good about.”

Shorter versions of the film have also been produced to promote the firm’s car and travel insurance proposition, set to go live across Age Co’s social media channels.

A Campfire Agency spokesperson added: “The simplicity of the idea meant that it was essential to execute it well. Bright colours, catchy music and the joyful dance routine choreographed by Josh Hawkins, all add to the upbeat feel that reflects the Age Co proposition.”