Beagle Street launches cockney and his dog TV ad

A tiny beagle dog and his kind-hearted cockney owner, known as Lenny Street, have been unveiled as the faces of Beagle Street's latest advertising campaign.

In the first TV ad instalment, Terry and his furry little friend meet a family at the seaside sheltering from the rain, where they successfully convince them to consider Beagle Street's life insurance policies.

Promoting an evolution from the traditional life insurance DRTV model to a brand response approach, the campaign is the BGL Group brand's first TV activity for two years, produced by company Above+Beyond and managed by The Specialist Works.

Nicola Stubbs, head of marketing at Beagle Street, said: "We wanted to create something different with this campaign which stands out from traditional life insurance advertising. Life insurance is such an important product and as a brand we feel passionately that more families should be protected. We hope this campaign begins to wake people up to the importance of life insurance and gets it higher on their list of priorities."

David Billing, chief creative officer at Above+Beyond, added: "We live for briefs and brands like these. Beagle Street want to disrupt what's traditionally been a very staid category and we've sent an overemotional geezer and a tiny but stern puppy to do just that. This is just the beginning of Lenny and Beagle's adventures."

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• Topics
• Whole of Life
• Beagle Street
• BGL Group
• Nicola Stubbs
• Above+Beyond