Esure continues to use Michael Winner to front its ads

Marketing 13-Nov-03

Esure, the Peter Wood and HBOS Insurance joint venture, continues to use Michael Winner to front its ads, with the latest featuring the director and food critic dressed as a fairy. The spot, which breaks tomorrow (Friday), is set in a kitchen where a couple are opening their post. When the man opens his car insurance renewal notice, Winner attempts to influence his choice of insurer, dressed first as a wicked witch and then as a fairy, before uttering the line "Calm down, dear, it's just a commercial." The ads were written and directed by Winner and esure's in-house marketing department. The campaign is shortlisted for the National Business Advertiser of the Year Award. Media is through Media Planning Group.