Esure recalls surefire Winner ‘face’

Michael Winner is to return as the “face” of Esure in an advertising blitz just 18 months after being dropped from the insurer’s advertising. The campaign breaks next month.

Michael Winner is to return as the “face” of Esure in an advertising blitz just 18 months after being dropped from the insurer’s advertising. The campaign breaks next month.

The film director turned gastronome will reappear on Boxing Day in a continuation of the “I have…” campaign, which features drivers talking about the number of years’ no-claims bonuses they have. His scenes were filmed last week in a Croydon shopping centre.

Winner was replaced by animated character Mister Mouse as part of a campaign to highlight its online sales arm and its decision to scrap its requirement of a minimum of four years’ no claims (MW May 26, 2005).

But the insurance provider reverted to its four-year no-claims required in August and it also dropped Mister Mouse.

A spokeswoman says Mister Mouse has “fulfilled its purpose of driving online sales and activity”, but she denies that the character has been killed off.

She adds that it will be used in online and other marketing communications.

Winner’s original ads, which featured the phrase “Calm down, dear”, were highly successful but critically derided, and ranked as 2004’s most-irritating campaign. Winner took over directing and starring in Esure ads after the insurer took its advertising in-house in 2002.

The company was launched in 2001 by Peter Wood as a joint venture with Halifax Bank of Scotland (HBOS). Its brands now include Sheila’s Wheels and First Alternative.

Recommended

Setanta appoints Momentum to handle Premiership task

Marketing Week

Irish satellite broadcaster Setanta Sports has appointed Momentum to handle a below-the-line push to promote its Premiership football packages. Setanta won two of the six rights packages to the English Premier League earlier this year. The agency will also promote its PGA golf coverage, which it also has the rights to screen for the next […]

Reader’s Digest looks for UK spelling quiz sponsors

Marketing Week

Reader’s Digest Association, the US magazine publisher, is seeking sponsors for a national spelling competition for children, which will launch in the UK next year. The National Word Power Challenge is based on a quiz in the Reader’s Digest magazine, which challenges readers to identify word meanings. The competition has been running in the US […]

ITV board rejects NTL bid

Marketing Week

The ITV board has rejected a bid received by NTL, claiming the cable company’s offer “materially undervalues” the broadcaster. It follows Friday’s strike by BSkyB to buy 17.9% of the broadcaster – effectively blocking any real chance of an NTL/ITV merger. The board met yesterday to discuss the offer and voted unanimously to reject it. […]

Comments

    Leave a comment

    Close

    Got a question?