The new activity moves away from previous stop-frame animation ads, and attempts to more directly address the extra benefits consumers can gain from the Royal & SunAlliance-owned brand.
The TV activity, to break on 26 December, will use well-known songs from artists such as Barry White, Diana Ross and Lionel Richie to gain cut-through. Each TV ad for home, motor and pet insurance will feature a different choice of song, plus a tongue-in-cheek voiceover from Julian Barratt, the co-star of BBC comedy show Mighty Boosh.
The campaign, initially featuring TV and radio ads, but set to extent into other above- and below-the-line media later in the year, will run throughout 2009.
Marketing director Pete Markey said that, with major brand campaigns expected from many of More Th>n's competitors, the marketing needed a stronger vehicle to achieve stand-out and be more memorable.
‘The world of advertising is moving on, so at More Th>n the feeling was that we needed to be a bit braver and push the brand and all the positive things that it represents,' said Markey.