Attraction PR Shot SquareSwinton Insurance has launched a £7.5m advertising campaign with a TV ad created by Manchester’s BJL agency.

It’s part of the the brand’s largest media spend to date and will launch during Coronation Street on Monday.

Head of Marketing, Steve Griffiths said it was the first time in seven years that Swinton had advertised on television.

“Our objectives are to build awareness of our brand as well as generate sales leads. The focus of the creative is to demonstrate that Swinton helps protect the things that matter most to people.

“With over 400 branches on high streets across the country we wanted to draw attention to the personal service that Swinton offers. We believe our creative presents a really compelling story and one that should generate real cut-through in our highly competitive market.”

Adverts will be aired across ITV, Channel 4 and Channel 5 during 2014 alongside press and digital activity.

Swinton, an insurer for more than half a century, has brought in Britain’s Got Talent winners, Attraction for the campaign.

The creative treatment uses the group’s shadow dance techniques to bring elements of motor and home insurance to life with an emphasis on ‘people’ rather than just ‘product’.

The campaign was created by BJL’s Richard Pearson, Creative Director was Tom Richards. Luke Losey directed the TV ad, with post production by Rushes with audio post by 422. Media buying was by MEC (Manchester) who were appointed to the account in January, following a three way pitch at the end of 2013.