Swinton Group launches new £3.7m brand campaign

25th September 2017

National High Street insurance broker, Swinton Group, is launching a new £3.7m multi-media campaign to relaunch its Swinton Insurance brand.

The campaign was developed with creative agency BJL and communicates the reassurance Swinton Insurance offers in choosing the right cover and plays on the doubts customers have when choosing a policy.

The team developed the strapline ‘turn Nagging Doubt into nothing-to-worry about’ as the central theme of the branding, which spans TV, press advertising, social media, direct mail, online display, Pay Per Click and in-branch promotion. 

The concept of the ‘Nagging Doubt’ is rooted in the insight that consumers are often buying their insurance in haste, without guidance, and often solely on price rather than cover that they are confident is right for them. Central to the creative is a character, a physical embodiment of the worries consumers feel about their insurance – which is also used to also showcase the ways Swinton can help give customers confidence through access to support, whenever and wherever they need it.     

The specialist puppet which embodies ‘Nagging Doubt’ was created by Hollywood special effects artist, Robert Kurtzman and features across the campaign. Kurtzman is a special effects expert and has worked on cult classics including From Dusk till Dawn, Spy Kids, Boogie Nights, Scream, A Nightmare on Elm Street 5: The Dream Child and Dances with Wolves.

The TV advert was directed by Julian Pugsley through Love Commercials.  He has also worked on campaigns for Kmart, Amazon & Eastpak.

Watch Swinton’s new brand advert here:


Watch ‘the making of’ the advert here:


Anne Kirk, Marketing Director at Swinton Group, said: “Our Nagging Doubt campaign brings to life the fears customers have of not really knowing what their insurance covers and communicates how Swinton will allay those fears. As a broker working with a carefully-selected panel of insurers, and with 60 years’ expertise of guiding and supporting customers, we are uniquely positioned to help understand exactly what they’re getting when they buy a policy.

“It’s for this reason that we’ve invested £45m in our technology and digital capability to support our customers wherever and whenever they need it.  We aim to reassure customers that the insurance decisions which they’re making are right for them - helping to turn those nagging doubts into nothing-to-worry about.”

The team at BJL in Manchester was led by creative director Richard Pearson.

Richard said: “We’ve all been there – that moment when you are buying insurance, when you think it looks right and you tell yourself you’re sure it’ll be fine. You hope if the worst does happen everything will be ok. It’s a problem that Swinton is perfectly placed to solve by restoring confidence among consumers when making insurance decisions.

“We worked with experts in their field – Robert Kurtzman and Julian Pugsley – to bring this problem, the anti-hero ‘Nagging Doubt’, to life by creating an animatronic creature designed to be a little disconcerting to the viewer before communicating Swinton’s point of difference. They are here to help their customers feel confident about their insurance and the decisions they make.”

The campaign will launch with three TV adverts for the brand, home and car, and marks Swinton’s return to the small screen after three years. The first advert will air on the morning of Monday 25th September, and will then feature across a range of television channels including ITV, Channel 4, Channel 5 and a range of Sky and digital channels until mid-December.

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