introduces team of sidekicks on Christmas day, the insurance comparison site, is to introduce new characters to its TV ad on Christmas day.

Brian the Robot will be joined by the Herberts, who will feature in the three-part series created by Publicis London.

The spot, called "captured", launches on Christmas day during Downton Abbey on ITV. It shows Brian exploring a scrapyard for vehicles to run insurance quotes on.

However, danger strikes when the scrapyard owners lure him towards a high-powered magnet and Brian is lifted off his feet and trapped.

The hashtag #HelpBrian will be displayed on screen and as viewers use this they will be redirected to where they can tell Brian a joke or feed him some data to avoid him going into hibernation mode.

The campaign saw creative direction from Andy Bird. Steve Nicholls and Matt Anderson, the creative directors, also worked on the ad. David Lodge directed the spot through RSA. PHD handled media planning and buying.

Fiona Creedon, the head of advertising at, said: "This is an exciting new chapter in the Brian the Robot story. We are delighted to introduce the Herberts, Brian’s team of sidekicks, to the British public. We are looking forward to an eventful year ahead as the Herberts and Brian’s story unfolds."

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