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We’re excited to launch our new advertising campaign featuring a new look Admiral and her friends who live in the seaside town of Admouth.


The biggest difference you’ll notice about the new advert is that the characters are animated rather than live action. You’ll also notice the Admiral has a new canine sidekick and in the first advert we’re introduced to some of the other residents of Admouth.

The ad tells the story of George who tries to turn off his central heating using a smartphone app – but things don’t go to plan. He accidentally dents both his cars, knocks over the garden wall and turns on a sprinkler. Luckily, George has Admiral MultiCover, which combines Admiral Car and Home Insurance on one policy.

You may also recognise the voices in the advert. The narrator is Stephen Mangan, star of Episodes and The Green Wing and the Admiral is voiced by Sally Phillips, who’s appeared in Miranda, Smack the Pony and I’m Alan Partridge.

Admouth is the creation of Zane Radcliffe and Ken Sara at McCann Bristol. Director Steve Small and his animation team at the BAFTA-winning Studio AKA brought the animated world to life.

Steve Small said: “We wanted to create a cosy coastal town that reminded us of a nostalgic past, alive and well in today’s world. Many of us grew up with traditional model animation, which was an inspiration and starting point for the ad, not only in the look, but also its gentleness and warmth.

“Despite depicting an unfolding crisis in the central character’s life, it remains relatable and manageable thanks to the world we created. It’s full of light humour and hugely memorable.”

Alex Murphy, Marketing Director at Admiral, added: “Moving to animation is a big change for us and we’re delighted with the result.

“We think this campaign will help us build a meaningful connection between our brand and consumers. The aim is to be distinctive and show that Admiral products make consumers' lives easier by offering a simple solution in a complex world. This advert encapsulates it perfectly. I’m already excited about our new Admiral’s future adventures.”

Take a look at our new ad: