Why a Chilled Churchill is a Rebranding Success

As a copywriter and content enthusiast, I’m constantly bookmarking and screenshotting content which catches my eye.

An example which stands out for all the right reasons is the 2019 Churchill TV advert which saw the insurance provider unveil new branding, reintroduce thier much loved mascot bulldog Churchie in CGI form and invite customers to ‘chill’. Considering insurance isn’t your typical sector to spark excitement, this is a piece of highly effective content.

Churchill promise to ‘keep things moving’ and its cinematic ad, produced by agency, Engine, hits this on the head perfectly with an effortless combination of music, visuals and simple messaging.

The nodding bulldog we grew up with is given a 21st-century CGI glow-up, but one classic element remains: we still hear the classic ‘Oh yes’ slogan as Churchie cruises on into the sunset. This is an excellent example of a brand listening and adapting in order to stay relevant and be remembered by a new generation of customers.

If you haven’t seen it, take 30 seconds to watch the Chill advert below.