Churchill Chill in new campaign

Churchill, the UK insurance company, has released a new advertising campaign featuring the brand’s canine icon, Churchie. The original nodding dog, who went through a celebrity phase with Martin Clunes and Dawn French, has had a fresh CGI makeover. The Churchill Chill commercial released this month shows the bulldog cruising through a quiet street on a skateboard to the sounds of O.D. by Britney Stoney. “Isn’t this how insurance should make you feel. Oh yes! So you can just… chill!”. Look out for the onesie-wearing humans as well. A second ad, to be released on 28 October, will be accompanied by radio, cinema, blipverts, channel sponsorship, social and a Spotify partnership.

Churchill Chill commercial

Lucy Brooksbank, head of Churchill Marketing, said: “Our audience has always loved Churchie, but they don’t expect him to stand still. 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.”

Paul Jordan, executive creative director, ENGINE CREATIVE, 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.”

Churchill Chill Credits

The Churchill Chill campaign was developed at Engine UK by executive creative director Paul Jordan, creative directors David Dearlove and Richard Nott, agency producers Sally Miller, Bradley Woodus, Lindsay Moyes, Camilla Hempelman Adams, Sophie Richaume, Victoria Doran, Elena Sanz, Charlotte Riley, Lauren Oldfield, Melody Sylvester, Leila Bartlam, account team Emma Marsland, Carolina Gutierrez Vargas, Chris Moger, Gabriella Ghigi, Kya Boon-Cohen, strategy team Elisa Edmonds, Katherine Morris, Duncan McLauchlan, David Blackett, agency designers Patrick Gibson, Connie Boulton, Gustavo Rigon, Polina Dyer, Alex Talikowski, Sam Hopkins, Brandon Falconer.

Media was handled at Mediacom.

Filming was shot by director Nicolai Fugslig via MJZ and Untold Studios with producers Steven Johnson (MJZ), Helen Tang and Ian Berry (Untold).

Visual effects were produced at Untold Studios. Grade was produced at MPC.

Sound was designed by James Benn at Bark Soho.

Music is O.D. by Britney Stoney.