The latest ad campaign for Vitality has been launched with a Dachshund voiced by comedian Ade Edmonson to star alongside athletes Jonny Wilkinson and Jessica Ennis-Hill.
The campaign is designed to emphasise promotion of wellness through their incentives programme, which was recently expanded following the rebrand to Vitality from Pruprotect and PruHealth.
The adverts will centre around the Dachshund who enjoys being curled up in comfort while his owner has a more active lifestyle.
There will also be ads with the dog in a scrum with Wilkinson and taking on the hurdles with Ennis-Hill on Sky Sports.
In addition to television there will also be press, digital, outdoor and transport ads to support the campaign.
Keith Kropman, director of marketing at Vitality, said: "The research we undertook for this campaign suggested that consumers know the idea of becoming healthy is good, but sometimes struggle to participate or maintain the lifestyle change required.
"Our Dachshund perfectly represents this mind-set and Ade Edmonson's sceptical, but ultimately begrudging tone, will ring true for many, especially at this time of year."
Michael Aldridge, sales director at London & Country, said: "The news that Vitality is about to embark on a significant advertising campaign is hugely exciting and should be welcomed with open arms by all within the protection arena.
"Any increased awareness that puts a positive spotlight on our industry can only be good news, the fact that Vitality offers something unique and promotes health and a healthy lifestyle will only enhance the overall impact and help further capture the imagination."