Vitality is launching a new nationwide campaign for its health and life insurance business, which aims to redefine what a policy can do for people, acting as an ally, by building healthier habits, through nudges, insight, support and rewards.
The activity has been devised by VCCP and brings to life Vitality’s “Your Health’s Best Friend” brand platform, showcasing its differentiated approach to insurance to demonstrate how Vitality can help you live up to five years longer.
Directed by Tim McNaughton through production company Arts&Science in collaboration with VCCP’s global content creation studio Girl&Bear, a 60″ film sits at the heart of the campaign and features Stanley, the dachshund who has been the face of Vitality’s ad campaigns and wider brand for the past 12 years.
The spot opens with a man struggling to cycle up a hill on his way to work, being nearly knocked off his bike when another, faster commuter carelessly overtakes him.
At this moment of despair, Stanley pops out of the commuter’s bicycle basket to give a motivating pep talk where he urges him to dig deep and make it up the hill.
Inspired by Stanley’s encouragement, the cyclist reaches the top of the hill. The hard part is out of the way: now comes the fun part. With a familiar feeling of joy, he stretches out his legs and free-wheels down the other side of the hill, shocking the previous cyclist.
Ideated by VCCP creatives Liam Wilson, Sam Adio and Ken Abalos, the campaign underscores Vitality’s core purpose: to make people healthier and to enhance and protect their lives.
The activity will run nationwide from this week, spanning TV, social and radio. Media planning and buying was managed by Today Tomorrow Media with social through McCann.
Vitality chief marketing officer Keith Kropman said: “Our brand has always stood out in insurance. We have never shied away from the role we can play in supporting healthier lives. In taking a prevention-first approach, we can help our members build a healthier today and tomorrow. Launching Your Health’s Best Friend, and using this film to bring this to life, is another key moment for us. It’s supportive, encouraging and there for you: everything a best friend should be.”
VCCP creative director Liam Wilson added: “This work is a much-needed dose of fun that celebrates the joy of living healthier, with a tiny dachshund encouraging action. It’s a bit of entertainment to remind people just how good life can be.”
Related stories
AA/WARC reaction: ‘Great growth, greater expectations’
Adspend continues to climb as mail shows its mettle
Bellwether reaction: ‘The rise of the wise investment’
Ad budgets rise again as brands play the long game
Be the first to comment on "Vitality gets on its bike to push ‘health’s best friend’"