New brand campaign for Hiscox

  • Specialist insurer launches campaign on TV on 11th May

London, UK (11 May, 2012): Specialist insurer Hiscox has unveiled a new brand campaign, which launches with a TV advertisement on 11th May. Designed to drive brand affinity, the campaign sets out the Hiscox values that reinforce the brand’s strapline, ‘As Good As Our Word’.

The campaign, created by VCCP and bought and planned by Vizeum, brings to life the values Hiscox shares with customers – that acting with honesty, fairness and courage is the right thing to do. The insurer believes that policies are a promise to pay and is there for customers in times of loss, paying claims quickly and fairly.

Produced by Ridley Scott Associates, the TV advertisement has been directed by ‘Tinker, Tailor, Soldier, Spy’ and BAFTA award-winning director Tomas Alfredson, in what will be his first ever UK TV commercial. Actor Benedict Cumberbatch provides the voiceover.

The advert features a set of micro stories as people, and the city, wake up and go about their day with an emotive narrative about what people trust and value.

The advertisement exists in 30, 60 and 90 second formats. The 30 and 60 second ads will be broadcast on TV from 11th May and the 90 second in cinemas from 25th May. Spots on launch day include during the film ‘Taken’ on Film4, ‘The Mentalist’ on Channel 5 and Sky Atlantic’s ‘Awake’.

They will be complemented with print and outdoor activity, targeting Hiscox’s core audiences of entrepreneurs and small professional businesses and mid and high net worth homeowners in the UK. 

Annabel Venner, Marketing Director at Hiscox said:
“In these uncertain economic times when institutions are viewed with more suspicion than ever, we have designed a campaign to reflect the values that underpin our business. This is to demonstrate that despite an imperfect world, the majority of people try and conduct their lives with honour, honesty and fairness and believe that promises are worth keeping.

“We have built a strong brand in the UK and this is the next stage in its evolution, highlighting the confidence we have in our customer promises across our brand, products and service.”
Charles Vallance, Founding partner at VCCP said:
“In a shaky world, Hiscox is a brand with unshakeable convictions. Having the confidence to stand by your principles is a rare quality indeed and gives the brand thought leadership.”
This is Hiscox’s third national campaign and will see the insurer return to television advertising for the first time since 2008.


For further information:

Hiscox Ltd

Abi Clark
+44 (0)20 7448 6470
[email protected]

Johanna Boland 
+44 (0)20 7448 6494 
[email protected]



CJP Communications



Richard Stephenson
+44 (0)20 7074 1838
[email protected]

Saira Khan 
+44 (0)20 7074 1837 
[email protected]

About Hiscox




Hiscox, the international specialist insurer, is headquartered in Bermuda and listed on the London Stock Exchange (LSE:HSX). There are three main underwriting parts of the Group - Hiscox London Market, Hiscox UK and Europe and Hiscox International. Hiscox London Market underwrites internationally traded business in the London Market - generally large or complex business which needs to be shared with other insurers or needs the international licences of Lloyd's. Hiscox UK and Hiscox Europe offer a range of specialist insurance for professionals and business customers, as well as high net worth individuals. Hiscox International includes operations in Bermuda, Guernsey and USA. Hiscox Insurance Company Limited, Hiscox Underwriting Limited, Hiscox Europe Underwriting Limited and Hiscox Syndicates Limited are authorised and regulated by the Financial Services Authority.

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