Leagas Shafron Davis has produced a press ad for Royal and
SunAlliance in the middle of the pitch for the insurer’s pounds 20
The agency created the ad, which broke in the national press on Monday,
to flag the company’s new sponsorship deal backing the yachtswoman,
Tracy Edwards, and her all-female crew.
Leagas Shafron is one of four agencies preparing to pitch for the
business, in a review that was called as a result of the merger of Royal
Insurance and SunAlliance last December. As the previous incumbent on
SunAlliance, the agency was invited to compete against the Royal’s
incumbent, Arc Advertising, as well as J. Walter Thompson and
McCann-Erickson. Pitches take place in two weeks.
Leagas Shafron’s ad refers to the yachtsman, Olivier de Kersauson, who
recently knocked three days off the round-the-world record for the Jules
It shows a picture of the boat with the headline: ’Only a Frenchman
would have a boatload of women chasing him around the world.’
The ad was art directed by David Connor and written by Helen Leech.