Dawn French fronts new Churchill campaign

Direct Line’s car insurance brand Churchill has chosen Dawn French to front its latest TV campaign after dropping previous brand advocate Martin Clunes who picked up a driving ban late last year.

Churchill-advert-2013

The new ad campaign kicks off today (February 1) and launches with a 30 second TV slot where French and ‘the Churchill dog’ meet at Battersea Dog Home for the first time with subsequent executions revealing how ‘the relationship’ develops.

Ad agency WCRS created the campaign with Mediacom acting as Churchill’s media agency. Simon Peck, managing director at WCRS, says French was a “perfect” brand advocate for the Churchill brand as her persona was “very entertaining” and “very British.”

This is the first campaign since the car insurance brand parted ways with Clunes, who had fronted its TV executions since December 2011, after his driving licence was suspended for motoring offences in November 2012.

Earlier this week, Clunes made statements in the press claiming Direct Line’s decision to axe him was “neurotic” and “heavy-handed.”

The episode involving Clunes was the second time Churchill dropped a star from ads over driving offences. Comedian Vic Reeves was dropped as the voice of Churchill the dog in 2005 after being charged with drink driving.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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