Creative agency McCann Bristol has created an animated TV advert for insurance group Admiral in a major departure from its previous broadcast campaigns.
Created in partnership with London-based production company Studio AKA, the advert launches an entirely new animated brand campaign for Admiral that will run across integrated media. 
This first TV ad, called Smartphone, tells the story of George, who haplessly tries to turn off his central heating using a smartphone app.
Things don’t go to plan and he accidentally dents both his cars, knocks over a garden wall and turns on a fire sprinkler. Luckily for him, George has Admiral MultiCover, which combines car and home insurance in one policy.
The ad is based in the fictional town of Admouth and narrated by Green Wing and I’m Alan Partridge actor Stephen Mangan. It also features the Admiral – voiced by Sally Phillips – and her trusty canine sidekick and customer George.
The ad was created by McCann Bristol writer art director Zane Radcliffe and senior art director Ken Sara and was brought to life by the animation team at the BAFTA-winning Studio AKA.
The look and feel are reminiscent of traditional model animation, creating what McCann Bristol calls “endearing characters that inhabit a beautifully rich and diverse English seaside town. The resulting work is charming, bright, heart-warming and maintains the feel of stop-motion”.
AKA Studio director Steve Small said: ““We wanted to create a cosy coastal town that reminded us of a nostalgic past, alive and well in today’s world. Many of us grew up with traditional model animation, which was an inspiration and starting point for the ad. 
“Not only in the look, but also its gentleness and warmth. Despite depicting an unfolding crisis in the central character’s life, it remains relatable and manageable thanks to the world we created. It’s full of light humour and hugely memorable.”
Admiral marketing director Alex Murphy said moving to animation had been a big change for the firm, but it was delighted with the result.
“We think this campaign will help us build a meaningful connection between our brand and consumers,” he added. “The aim is to be distinctive and show that Admiral products make consumers lives easier by offering a simple solution in a complex world. This advert encapsulates it perfectly. I’m already excited about our new Admiral’s future adventures.”
McCann Bristol group executive creative director Jon Elsom added: “We’ve taken a loved character into a new era with the Admiral in Admouth. She’s a real part of the community. It’s full of quirky Britishness with a handcrafted feel. We’ve created a bright, optimistic and colourful town the brand can inhabit for years to come.”
The advert began airing this week in a 40-second format, which will be followed by 30, 20 and 10-second versions later in the year. It will be aired on ITV, C4, UKTV, C5 and Sky. Cinema goers will also see it via Pearl & Dean and DCM.
McCann Bristol is part of McCann Worldgroup, the global marketing group that works with brands across 100-plus countries including advertising, relationship marketing, public relations and design.
