Sheilas' Wheels trio head for the charts

by Nikki Sandison, Brand Republic 12-Jul-07, 09:10

LONDON - Esure has turned to the record industry to raise the profile of its Sheilas' Wheels brand, commissioning 1980s producers Stock, Aitken and Waterman to produce a single by the trio of women in the insurance brand's ads.

The brand was launched in 2005 with advertising by Esure's in-house creative team. All of its advertising to date has featured smiley pink Australian ladies Cathi, Emma and Carly singing about the deals women can receive on their car insurance, including the lyrics: "For bonzer car insurance deals, girls get on to Sheilas' Wheels."

They have now turned their talents into a single '(I'm So) Happy Happy (You're Mine)', which includes lines such as "Everybody wants the sun/Nobody wants the rain" and "Everybody wants the joy/Nobody wants the pain."

Pete Waterman, part of the team producing the single, said that they were having fun at the moment and that if people liked it they would do an album.

He insisted that there had been "phenomenal" feedback about the two 20-second snippets, which can be viewed on the web. Waterman does not believe there will be a backlash and added: "I wouldn't have done it if they weren't in the ad."