Admiral unleashes Lost and Hound story
McCann’s campaign shifts from traditional price-led messaging to build on the insurance brand's customer care promise.
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Created by McCann, insurance brand Admiral Insurance's latest campaign, Lost and Hound, taps into the human truths at the heart of the industry, redefining Admiral’s approach to insurance marketing.
In a sector dominated by price comparison website, the campaign uses brand-focused storytelling to engage with customers who value genuine care and long-term relationships from their insurance provider.
The spot builds on Admiral's new brand promise, Always Looking Out For You and marks Admiral's most ambitious creative departure in over a decade. By targeting customers seeking ‘multi-value’ insurance providers, the campaign highlights Admiral’s unwavering commitment to customer care with Lost and Hound shifting the brand away from traditional product and price-driven messaging to spotlight Admiral's core values of trust, care, and helpfulness.
To get to the heart of what matters most to customers, the spot explores the heartfelt backstory of ‘The Admiral,’ her iconic hat, and her sidekick, Alfie. Set in the fictional town of Admouth, with the familiar voice of Stephen Mangan as narrator, the campaign delivers a warm, and emotionally resonant storytelling experience that taps into the insight that while insurance often represents significant life milestones, the category is frequently associated with frustration and confusion.
Credits
View on- Agency McCann/Bristol
- Production Company Studio AKA
- Director Steve Small
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Credits
View on- Agency McCann/Bristol
- Production Company Studio AKA
- Director Steve Small
- Animation Studio AKA
- Sound Guilt Free Post
- Executive Creative Director Zane Radcliffe
- Creative Director Jake Pole
- Senior Creative Amy-Rose Lynch
- Senior Producer Sam Debock
- Voice Over Stephen Mangan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency McCann/Bristol
- Production Company Studio AKA
- Director Steve Small
- Animation Studio AKA
- Sound Guilt Free Post
- Executive Creative Director Zane Radcliffe
- Creative Director Jake Pole
- Senior Creative Amy-Rose Lynch
- Senior Producer Sam Debock
- Voice Over Stephen Mangan
Katie Dulake, Head of Brand at Admiral, said: "This campaign represents a pivotal moment for Admiral as we shift our focus to what truly matters to our customers – trust, care, and being there for them when it counts. 'Lost and Hound' really encapsulates our brand promise of 'Always Looking Out For You' and highlights the emotional connection we aim to build with our customers."
Zane Radcliffe, ECD at McCann Bristol, said: "Our goal was to create a campaign that resonates deeply with customers by focusing on the human side of insurance. We uncovered the emotional significance of insurance in people's lives and used that insight to craft a story that feels authentic, warm, and relatable."
The comprehensive campaign runs until end of October across TV, BVOD, outdoor, radio, digital, and social platforms. Creative assets include 30-second and 10-second TVCs, 30-second radio spots, which feature Sally Phillips as ‘The Admiral’, and three distinctive OOH executions.
