# Serene Dog-Centric Insurance Ads Churchill Insurance Launched the New 'Cur-Chill' Campaign By Grace Mahas | Published 2019-10-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/churchill-insurance References: [thedrum](https://www.thedrum.com/creative-works/project/engine-churchill-insurance-chur-chill) & [churchill](https://www.churchill.com/) In order to broaden its demographic, Churchill Insurance launched an animated commercial titled 'Chur-Chill.' The relaxing campaign features an upbeat soundtrack and follows an animated dog skateboarding through the streets. The narrator of the commercial asks viewers: "Isn't this how insurance should make you feel? Oh yes. So you can just chill." The campaign is part of a new brand identity for Churchill Insurance that still conveys its "bulldog spirit" while also letting customers relax. The realistic commerical was animated by [Untold Studios](https://www.trendhunter.com/trends/heart-of-joy) and Engine and is part of a larger campaign by the Churchill Insurance that will run on [ITV](https://www.trendhunter.com/trends/believe-in-chicken) for eight weeks. The campaign will be supported by social, blipverts, radio, cinema, channel sponsorship, and a [Spotify](https://www.trendhunter.com/trends/playlist-for-dogs) partnership. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 3% | Activity: 14% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Dog-centric Advertising:** The success of Churchill's new 'Cur-Chill' campaign suggests a growing trend towards incorporating dogs in advertising and marketing. - **Emotional Branding:** The campaign's focus on relaxation and positive emotions may signal a shift towards emotional branding as a disruptive opportunity for businesses. - **Multi-platform Campaigns:** The use of various media platforms, including social media and Spotify partnership, showcases a trend of multi-platform campaigns for maximum brand exposure. ### Who This Affects Most - **Insurance:** The 'Cur-Chill' campaign presents a disruptive opportunity for insurance companies to rebrand and broaden their target market through creative and lighthearted marketing. - **Advertising:** The trend towards emotional branding and animal-centric advertising presents new opportunities for companies to connect with customers on a more personal and relatable level. - **Marketing:** The use of multi-platform campaigns and collaborations, such as the Spotify partnership, highlights the importance of innovative and diverse marketing strategies in today's digital age. ## Related on Trend Hunter - [Authenticity-Forward Insurance Campaigns](https://www.trendhunter.com/trends/allianz-ireland.md) - [Cheeky Pet Insurance Campaigns](https://www.trendhunter.com/trends/onepack-plan.md) - [Dog-Directed Commercials](https://www.trendhunter.com/trends/merry-chaos.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md) - [Accessible Customer Service Ads](https://www.trendhunter.com/trends/accessible-customer-service.md) - [Young Travellers-Targeting Campaigns](https://www.trendhunter.com/trends/progressive-insurance.md) - [Insurance Brand Beers](https://www.trendhunter.com/trends/fetch-pale-ale.md)