Hiscox drafts British film elite for TV push

Insurer Hiscox is returning to television advertising for the first time in four years with a spot directed by the BAFTA winning director of “Tinker, Tailor, Soldier, Spy”.


The Tomas Alfredson directed ad, voiced by Sherlock actor Benedict Cumberbatch, attempts to position the brand as an “honest and fair” companion to consumers in “uncertain economic times”.

Ads feature several stories of what city-dwellers trust and value in life as they go about their business. It ends with the insurer’s long-term stapline “As Good As Our Word”.

Annabel Venner, marketing director at Hiscox, says: “In these uncertain economic times when institutions are viewed with more suspicion than ever, we have designed a campaign to reflect the values that underpin our business. This is to demonstrate that despite an imperfect world, the majority of people try and conduct their lives with honour, honesty and fairness and believe that promises are worth keeping.”

TV activity will be backed by print and outdoor advertisements targeting the specialist insurer’s business and professional audiences.

The campaign was created by VCCP with media bought and planned by Vizeum. It will break 11 May.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here