British Sporting Legends Try Their Hands at New Sports in Vitality Idents

Vitality, the innovative insurance and investment business, has produced a new set of idents featuring some of Britain’s sporting legends trying out a new sport to encourage more people to get active this summer.

Produced to align with some of the fantastic sporting events happening throughout the summer – including the Vitality Netball World cup, where they are title sponsors – the idents feature Vitality ambassadors Dame Jessica Ennis-Hill hitting the volleyball court, England Men’s cricket captain Joe Root and England Women’s cricket captain Heather Knight trying their hand at tennis, with fellow cricketer Jos Buttler swapping his bat for a table tennis paddle. As always, their efforts are observed by Vitality’s apathetic sausage dog Stanley, who typically isn’t impressed.

Created and produced by Snap London, it is hoped the idents will encourage more people try out a new sport, one they might not have thought of before. This is in line with the insurer’s unique ‘shared value’ model, which uses behavioural incentives to enable and encourage customers to get healthier.

The campaign – directed by Will Clark via Merman - will run across Sky News Sports Bulletins from July as part of the Vitality’s ongoing sponsorship.

Chrissy Fice, brand director at Vitality UK said: “This summer is absolutely packed full of many different sports - it really feels like there is something for everyone, and at Vitality we wanted to use this to further inspire people to try a new activity. Whether it’s doing your first parkrun, trying your hand at netball again or taking up table tennis, at Vitality we are proud to be inspiring more people to participate in sport at every level and breaking down the barriers people often see when upping their activity levels.”

Oliver Lewis-Barclay, managing partner at SNAP, added: “These idents bring together everything we know and love about Vitality: a positive movement to get people active, inspiration via sporting legends, and of course our favourite apathetic dachshund, Stanley. Everything you’d expect from a true challenger brand.”