Churchill ties in to cinema’s ultimate moment of chill

    Author Phil Jones

In an attempt to keep up with a busier British audience, insurance brand Churchill has released the first spot in its rebrand, "Chur-chill", featuring a new logo and mascot.

Created by Engine, the ad shows a CGI bulldog blissfully skateboarding down a busy street, asking "Isn’t this how insurance should make you feel?"

Churchill will run its new 30” “Chur-chill” creative throughout the entire DCM estate. Additionally, in Odeon cinemas only, they’ll take over the ultimate moment of chill in cinema, the moment we detach ourselves from outside noise, by switching our phones off, to enjoy a great film. Churchill will take over the exhibitor’s long standing 20” turn your phone off message with a cobranded ident, for the entire duration of the campaign.

"Our audience has always loved Churchie, but they don’t expect him to stand still," Lucy Brooksbank, head of marketing at Churchill, said. "So, with our new relaunch of the brand, Churchill rides on, making life feel that little bit more effortless – as we believe it should do for all our customers, allowing them to just… chill."

The new and improved Churchie was created by visual artists at Untold Studios (The Crown). Paul Jordan, executive creative director, creative and experience design, at Engine, said: "Churchill is one of the nation’s most-loved brands. But brand love can slip into overfamiliarity if you’re not careful. Engine was determined that no-one should take Churchill for granted. So, we’ve given Churchie a complete makeover. Goodbye, nodding dog. Hello, lean, mean chill machine."

As well as running across the DCM estate, the campaign will feature across TV, radio, blipverts, channel sponsorship and social media, as well as a Spotify partnership.