New Churchill Character Diva Soft-Top in Latest Depend on the Dog Campaign Instalment

Churchill Insurance launches its latest motor insurance campaign, which seeks to reinforce its ‘Depend on the Dog’ brand message. It demonstrates how Churchill can be relied upon for all the things you’d expect from an insurer as well as the extra things you wouldn’t. 

The new campaign, created by WCRS, aims to reassure customers that with Churchill’s Breakdown Service they are covered for every eventuality. The ad is the latest instalment in Churchill’s ‘Objects’ series – where everyday objects come to life to dramatize an insurance problem – and introduces the new character of Diva Soft-Top. 

The 30” TV spot, directed by Joseph Mann, opens on an idyllic British country road where we see a soft-top car broken down in a lay-by with smoke billowing out of its bonnet. The folded down roof and seats form a face that talks to Churchie, who is perched beside the car. Diva Soft-Top explains that she needs to get back up and running to meet her date – a dreamy 4x4.  The 4x4 then drives past, embarrassing Diva Soft-Top. Luckily, Churchill’s Green Flag rescue van arrives to fix her. Thanks to Churchie, the situation is resolved and Diva Soft-Top is on the road again, following the 4x4 into the distance. 

The TVC will run for three weeks. 

Lucy Brooksbank, Head of Marketing Churchill said: 

“This new ad drives home that people can continue to ‘Depend on the Dog’, with a new offer of a year of free Green Flag Breakdown Service. Our customers want to feel reassured that if they break down at the roadside, they’ll be covered and this TVC demonstrates that while retaining the charm and likeability people expect from Churchie.” 

Orlando Warner, Creative Director said: 

“Churchill customers can always Depend on the Dog. Even when they've broken down. Now they're giving away complimentary Green Flag roadside service to new customers. In a continuation of our ‘Objects’ campaign we see Churchill the dog coming to the rescue of an amorous broken down car who needs to get back on the road for her date with a dashing 4x4. It's a charming 30” spot that brings to life the core purpose of the brand: to do right by you.”