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LV= launches new multimillion pound TV campaign

Press release: 22/06/2015

LV= is launching a new multimillion pound TV campaign today lead by a new advert for car insurance. The campaign will run throughout summer and will include adverts for both home and car insurance. The new car insurance advert was created by Designate, directed by Vesa Mannien of Outsider and shot on location in Cape Town.

The ads will run during prime-time TV on all major terrestrial and satellite TV channels and the theme of the ad is 'make a change'. The green LV= car is the agent of change in the commercial, turning elements green as it passes through an LV= world, using ingenious special effects. The commercial features the usual quirks you would expect from LV=; a free runner, a 3D printed snail, a wizard, a beautiful bespoke mural commissioned by a Brazilian street artist and an epic murmuration of starlings forming the iconic LV= heart.

In addition to price, the campaign gives customers many reasons to change to LV= including our Defaqto 5 Star Rating , the two million customers that have bought LV= car or home insurance in the last year and the great service on offer. 'Have Love Will Travel' remains the soundtrack, but this time we are using the original by Richard Berry, recorded decades ago in 1959, but resulting in a reinvigorated sound.

We're pleased to launch the next advert in our successful campaign that has been running now since 2007. Our previous TV campaigns have performed really well and have helped us become one of the largest and most recognised car insurers in the UK. Consistent branding has been the key to our previous success, so we have used similar elements to our other TV campaigns, such as hearts and our famous 'Dum Diddy Dum' music.

Guy Hedger, Marketing Director of LV= General Insurance

Watch our car insurance TV advert

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For further information please contact:

Nina O'Donohoe, nina.o', 020 8256 6982 / 07776 316316


LV= employs 6,000 people and serves over 5.5 million customers with a range of financial products. We are the UK's largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.