Competitors

Esure drops Michael Winner to focus on product benefits

By Catherine Turner Marketing Week 01.05.08

Michael Winner has been dropped as the face of insurance brand Esure for the second time in three years, this time to be replaced by aliens.

The campaign which breaks later this week, will promote Esure’s improved benefits for policy holders who are hit by uninsured drivers (such as UFOs) or whose cars have been vandalised. It will have the strap line: ‘Esure Championing your no claims discount’.

Esure brand manager Lee Crawley says the campaign marks a ‘departure’ from its previous advertising, and focuses on the product benefits and customer service and Esure offers.

The ad will be shown across ITV, Channel 4, Five and Digital Channels. It will also feature on Esure’s ITV national weather sponsorship indents.

Winner began directing and starring in the Esure ads in 2002 after the insurer took its advertising in house.