October 10, 2019

Bromley-based Direct Lime offshoot Churchill has done something a bit weird. Its nodding-dog avatar has been reincarnated as what appears to be a living, breathing, skateboarding bulldog, but is in fact a CGI facsimile.

If you haven’t already had the pleasure, you can catch the old dog up to its new tricks here.

Gone is the relentlessly positive affirmation of the canine’s previous persona. In comes something suspiciously reminiscent of the (real) skateboarding bulldog who was such a sensation on social media a while back.

But why throw out a popular and widely recognised brand mascot in favour of a non-speaking dog on a board? Why abandon the former version’s sturdily traditional British demeanour, for something suspiciously millennial and metropolitan?

Paul Jordan of Engine Creative explains. ‘Churchill is one of the nation’s most loved brands, but brand love can slip into overfamiliarity.’ Unforgivably, ‘Churchie’ had been allowed to stand still (if you overlook the nodding).

Where previously Churchie had been content to sit around bantering with minor celebrities, now he must be set to work evincing the spirit of ‘chill’ as in ‘relax’ rather, presumably, than Netflix and chill.

Clearly the new-look Churchie character has legs. Short, stubby legs. But legs just the same. Imagine for yourself the many and varied ways in which the now mute mutt can be deployed to suggest how relaxed you too could feel if you only insured with Churchill.

Got anything yet? No? Never mind. Bankstone News feels sure those resourceful chaps at Angina Creative will think of something sooner or later. Or perhaps he could just carry on skateboarding. Maybe get one of those motorised ones though – so chilling doesn’t seem too strenuous.

It seems Britain’s best-loved insurance avatar had come to be seen as merely ‘dependable and reliable.’ But Churchill marketing person Lucy Brooksbank felt customers’ brand relationship was only ‘skin deep’ and ‘heavily reliant on love of the dog.’ The new look decisively breaks that dependency, cutting Churchill loose to leg-paddle itself around an anonymous urban environment for no apparent reason.

The ‘supercharged’ skateboarding dog, Brookspank claims, will ‘deliver greater substance to the brand by reigniting customers’ emotional connection’ and ‘radically changing how people see Churchill.’

Here at Bankstone News we say: uh-huh.

Click on the link to see WikiHow’s extremely helpful step by step guide to creating your own skateboarding dog.


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