Admiral Insurance is aiming to boost take up of its travel cover by turning traditional insurance advertising on its head and put the spotlight on the best parts of travel – anticipation, excitement and discovery – in a new campaign by McCann Bristol.
The “Ready for Anything” campaign builds on the brand’s long-running animated “Admouth” characters to position Admiral as a trusted companion that lets travellers embrace every adventure with confidence.
Celebrating the moments that make travel unforgettable, the campaign highlights Admiral’s position as the insurer behind some of life’s most memorable adventures.
The campaign, which runs across a mix of digital audio, VOD and online video, features an excited holidaymaker, Joe, who is so caught up in the buzz of getting away he almost forgets some essentials.
That is, until Alfie and The Admiral step in to ensure he’s covered. It’s a small moment designed to capture the buzz that builds before a big trip and position Admiral as the calm and helpful presence behind life’s biggest moments.
Admiral senior advertising manager Sarah Spence said: “Admiral is well-established and hugely trusted in motor and home insurance but many people don’t realise we can also look out for them when they travel too.
“Millions of Brits have already trusted us with their travel insurance, but we wanted to use our distinctive brand world of Admouth to get our travel product out there even more. Our new campaign does this in a way that’s insightful, warm and reassuring.”
McCann executive creative director Zane Radcliffe added: “Insurance advertising often asks people to imagine everything going wrong. We wanted to do the opposite.
“Travel is about thrill, anticipation and shared stories, and Admiral’s role is to quietly protect those moments. By continuing the Admouth world, we’re able to build long‑term consistency while telling stories that feel human, optimistic and true to how people actually experience travel.”
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