Liverpool Victoria makes TV debut with direct response ad

LONDON - Financial services firm Liverpool Victoria is relaunching with its first TV ad, promoting the company's entrance into the car insurance marketplace.

The 30-second DRTV ad airs on March 20 and follows a love theme, with a car entering a surreal town, where hearts in the style of LV's new brand identity appear in different guises. The ad provides viewers with a web address and phone number where they can obtain insurance premium quotes.

The ad was created by agency Designate in conjunction with 24-7ideas.com, after both won the account last October.

The ad was directed by Selby at Wanted Films, copyrighted by Dan Fagg and art directed by Sarah Doyle.

Guy Hedger, head of marketing at Liverpool Victoria, said: "We selected Designate and 24-7 to help with our creative strategy due to their considerable experience in the insurance sector and their innovative approach."

Tim Addison, Designate's managing director, said: "We wanted to build an ownable brand personality which connects emotionally with consumers and is infinitely campaignable."

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