Emmet McGonagle
Oct 04, 2019

Churchie has a glow-up as Churchill unveils rebrand

Say goodbye to brand's bobblehead mascot.

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. "Isn’t this how insurance should make you feel," a narrator asks, while the chipper pup makes his way down the road. 
 
"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."
 
Churchill first hinted at a rebrand earlier this week (1 October), tweeting: "A treat is coming. 4th October. #ChurchillTheDog."
 
Replacing the well-known bopping-head mascot, the new and improved Churchie was created by visual artists at Untold Studios, who have been busy working on Netflix’s 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."
 
The campaign will premiere during Emmerdale today (4 October), running across TV, radio, cinema, blipverts, channel sponsorship and social media, as well as a Spotify partnership.
 
It was created by Chris Lapham and Aaron McGurk, and directed by Nikolai Fugslig through MJZ and Untold Studios. The media agency is MediaCom.
 
(This article first appeared on CampaignLive.co.uk)
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Blog: Ogilvy versus Vivo - whose idea was it anyway
Premium
15 hours ago

Blog: Ogilvy versus Vivo - whose idea was it anyway

The author lists suggestions to avoid such a scenario in the future

Premium
Haier gets 'silent performers' Karmakar, Das and Kaur for silent range of washing machines
Premium
2 days ago

Haier gets 'silent performers' Karmakar, Das and ...

Watch the film conceptualised by Famous Innovations here

Premium
Facebook security budget 'greater than whole revenue at 2012 IPO'
Premium
2 days ago

Facebook security budget 'greater than whole ...

Mark Zuckerberg attempts to put advertisers' minds at ease by stressing his platform has dramatically enhanced its brand safety measures.

Premium
Tourism Australia calls out to Indians with cricket and culture bait
Premium
2 days ago

Tourism Australia calls out to Indians with cricket ...

Watch the film conceptualised by Scarecrow M&C Saatchi here