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7 October 2019

Roll with it.

by Andrew MacGregor

Churchill: “Chill” - 30s

No prizes for guessing how Churchill's nodding dog mascot responded when told he was being replaced by a computer-animated bulldog. That's the new approach taken by agency Engine and director Nicolai Fuglsig, who reimagine Churchie as a fully CG skateboarding mutt.

Scored by Britney Stoney's 'O.D.', the ad draws you in with its sun-kissed visuals and unexpected sense of flow. Gone, however, is Churchie's commentary, replaced by subtly rendered facial expressions and tongue flapping in the wind.

In the brand's mind, this is how insurance should vibe with consumers in an increasingly fraught world. Exactly how they intend to deliver this service remains to be seen, but this initial four-wheeled outing shows potential.

Creative Agency: Engine Ⓟ Ⓦ
ECD: Paul Jordan
Creative Director: David Dearlove / Richard Nott
Film Production: MJZ Ⓟ Ⓦ
Director: Nicolai Fuglsig Ⓟ Ⓦ
Producer: Steven Johnson
VFX: Helen Tang / Ian Berry / Bruno Fukumothi (Supervisor) / Martino Madeddu (Lead) / Jon Wood (Supervisor) / Rebecca Clay (Lead) @ Untold Studios Ⓟ Ⓦ
Colourist: Jean-Clément Soret / Philip Hambi @ MPC Ⓟ Ⓦ
Sound Designer: James Benn @ Bark Soho Ⓟ Ⓦ
Music: O.D. - Britney Stoney

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