O&M launches first stage of campaign for insurance giant

Ogilvy & Mather has unveiled the first stage of a heavyweight,

multimedia campaign for the insurance giant Royal & Sun Alliance.

The campaign, which launches a major new initiative in the insurance

market under the R&SA banner, kicks off with teaser ads on posters, in

the press and in a variety of ambient media.

A teaser TV ad breaks on Friday 15 June ahead of the full "reveal" TV

ads, which break on Sunday 17 June and run for four weeks with the

support of 48-sheet posters and press ads.

The ads introduce the character of Lucky the Dog, who is missing. His

adventures and his owner's search for him provide the theme for all the

ads. The misadventures of the dog and its owner highlight a different

product area in the R&SA portfolio.

One ad features Lucky's owner placing "Where's Lucky?" flyposters on

trees. Another sees Lucky looking up at his image on a lamppost.

The campaign was written and art directed by Vicki Maguire. The TV ads

were directed by Mike Stephenson through the Paul Weiland Film


Media planning and buying is by Manning Gottlieb Media.

Royal & Sun Alliance appointed O&M to handle its multimillion-pound

account in July last year, ending its relationship with Rainey Kelly

Campbell Roalfe/Y&R.