The campaign breaks today. It is the second ad since the brand dropped ambassador Dawn French and positions Churchill as the saviour of everyday disasters and insurance problems.
It comprises three spots – "garage door", "wallpaper" and "car stereo", developed by WCRS. In each spot Churchie interacts with an object that signifies an issue faced by customers.
For example, in the 30-second "wallpaper" spot, a wall damaged by water bemoans its ruined appearance. Luckily Churchie points out that repairing damage caused by water leakage is standard in Churchill's home policies.
Lucy Brooksbank, head of marketing at Churchill, said: "We know that people can feel bamboozled when buying insurance and feel like they have to have their wits about them.
"This campaign is to reassure our customers that we speak their language, act in their interest and make the process as easy as possible so that we are there when they need us the most."
She told Marketing that the character Churchie had evolved a long way since its first appearance as a nodding dog on a parcel shelf and that it would now "hero" the brand character as a celebrity in its own right, instead of using ambassadors.
Brooksbank said: "Our customers relate to Churchie because he looks at the world through their eyes. He’s a solid and reassuring personality in a highly dynamic, often confusing, market.
"Given his popularity and the positive brand and product quality perceptions he helps influence, we feel the time is right for the campaign to hero Churchill and provide substantive demonstration as to why people can depend on the dog."
Research had, she said, shown the "shift away from celebrities starring" in its ads had been a "natural one." Churchill was, she claimed, "the 'most liked' insurance brand in the land."
The TV adverts will be supported by wider campaign spanning idents, radio, digital and social.