The new campaign, created by Saatchi & Saatchi, uses a number of short, simple scenes featuring people from all walks of life delivering a line about the mortgage they have chosen.
Commenting on the rebrand, a C&G spokeswoman said: "The 'boy' campaign has worked well creating a strong, recognisable brand but the key message he stood for - efficiency - while still very important to us, is no longer our customers' first priority. They've told us that their main need is now flexibility."
In each of the three commercials - called "rose", "dog" and "rhino" - the dialogue explains something about the individual as well as the type of Cheltenham & Gloucester mortgage they have.
For example, in one vi-gnette, a young boxer is shown training in a gym.
He turns to the camera and says: "Mine fits like a glove."
In another clip, a beautiful woman is shown walking through a dinner party in a backless, low-cut dress. Her voiceover runs: "Mine's incredibly low."
In a third scene, a wildlife keeper is shown washing a rhinoceros. He says: "Mine didn't charge."
Each vignette includes a voiceover by the actor Lloyd Owen, the star of the television show Monarch of the Glen. The ad opens with the line: "We all want something different from a mortgage." It continues: "So what could be simpler?" The last line runs: "Mortgages built around you from Cheltenham & Gloucester. Contact C&G or Lloyds TSB."
The ads were written by Susie Henry and art directed by Judy Smith. The director was David Lodge through the production company Outsider.
Media planning and buying is handled by ZenithOptimedia. The campaign will appear across terrestrial and satellite stations.