The campaign, called "white knights", includes three TV spots ("docks", "bus" and "train") featuring the brand’s Underdog character receiving help from the National Accident Helpline after getting into trouble.
The Gate created the ads, with animation by Aardman Animations. James White wrote the ads and Henry Finnegan art directed them. The spots were directed by Bram Ttwheam through Aardman.
Joe Pasquale provides the voice for the Underdog character and Brian Blessed features as his nemesis.
Beth Powell, the marketing director at National Accident Helpline, said: "The White Knights campaign highlights that we put the consumer at the heart of our service.
"This is a really exciting departure from National Accident Helpline’s previous TV campaigns, with far more emphasis on the solution, rather than the problem.
"We are confident they will bolster the public’s belief in us as a real consumer champion."