New Animated TV Ad for Admiral


Published on June 17, 2019

McCann Bristol – part of McCann Central – has created a new animated TV advert for Admiral in a major departure from the insurer’s previous strategy. Narrated by Stephen Mangan, it also features the Admiral, voiced by Sally Phillips, her trusty canine sidekick and customer George.

Created in partnership with production company, Studio AKA, the new advert is based in the distinctive fictional town of Admouth. It launches an entirely new animated brand campaign for Admiral that will run across integrated media.

Admouth is the creation of Zane Radcliffe, writer and art director, McCann Bristol and Ken Sara. Director Steve Small and his animation team at the BAFTA-winning Studio AKA brought the animated world to life. The look and feel is reminiscent of traditional model animation, creating endearing characters that inhabit a beautifully rich and diverse English seaside town. Backed by a team of CGI artists and animators, the resulting work is charming, bright, heart-warming and maintains the feel of stop-motion.

Alex Murphy, Marketing Director at Admiral added: “Moving to animation is a big change for us and we’re delighted with the result.

“We think this campaign will help us build a meaningful connection between our brand and consumers. The aim is to be distinctive and show that Admiral products make consumers lives easier by offering a simple solution in a complex world. This advert encapsulates it perfectly. I’m already excited about our new Admiral’s future adventures.”

Jon Elsom, Group Executive Creative Director, McCann Bristol, added: “We’ve taken a loved character into a new era with the Admiral in Admouth. She’s a real part of the community. It’s full of quirky Britishness with a handcrafted feel. We’ve created a bright, optimistic and colourful town the brand can inhabit for years to come.”