Halifax scales back choir in home insurance spot

Halifax has cut back the involvement of the choir in its latest TV ad for home insurance.

The "furry hero" ad by Adam & Eve launched last weekend and features a choir singing a rendition of "I Believe I can Fly" by R Kelly.

Unlike the brand's previous ads, which focused on the choir, the singers only appear at the end of the spot.

The new 30-second spot features a dad kicking a football in the garden towards a mum standing at a kitchen window.

Various family members are filmed in slow motion, trying but failing to catch the ball. At the last minute, the family's collie leaps in the air to push the ball out of the way of the glass window, preventing it from shattering.

The ad goes on to explain how customers' premiums will not go up for three years if they do not make a claim on their home insurance.

The spot was written by Ben Tollett and Emer Stamp, Sian Coole and Jo Cresswell, and directed by Mike Long at Epoch films.

Halifax's previous "choir" work was named the fourth most irritating ad of 2011 in research conducted by Marketing magazine.

Follow Sara Kimberley on Twitter @SaraKimberley