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Flying pigs carry Zurich message

Zurich Financial Services is aiming to build its brand with an ad campaign using the slogan “We do things you would not believe”, using the image of flying pigs.

The TV ads feature a farmer clearing a runway for pigs to run down before flying off, with a voiceover outlining the benefits of Zurich&#39s products.

The campaign, the brainchild of ad agency Joshua, aims to reverse the way in which financial services ads have been “bereft of charm”.

It is employing humour and drawing on the country&#39s love of animals.

Zurich says: “The advertising acknowledges the cynicism and potential disbelief that many people have of many things that financial services promote.

“It challenges the consumer&#39s perceptions and communicates Zurich&#39s conviction that it delivers what it says and what people want.”

The campaign follows Zurich&#39s push to promote its brand with a non-specific TV campaign drawing on its rugby sponsorship and the Harry Potter craze, with actor Peter O&#39Toole as a wizard.

Zurich says the pigs featured in the new as campaign are being pampered like Hollywood stars, with their own dedicated portakabin, trainer and vet.

Media relations manager Wendy May says: “This is a multi-million-pound campaign. It is a huge investment to improve our brand awareness in a tongue-in-cheek way.

“We wanted to stand out in a crowded marketplace and stay in the consumers&#39 mind. We believe the benefits will far outweigh any downside.”


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