National Accident Helpline’s ‘White Knights’ charge into new territory

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9 March 2015


National Accident Helpline200Last Friday, market-leading personal injury advice service National Accident Helpline launches its new ‘White Knights’ TV advertising campaign. The ever-popular Underdog (voiced by Joe Pasquale) and his nemesis (the booming Brian Blessed) make a welcome return, but the campaign has a new focus, with the Helpline Service itself coming to Underdog’s rescue.

In the advertising, National Accident Helpline’s ‘White Knights’ are represented by a branded ship, a bus, and a train. In each ad, the ’White Knights’ charge to Underdog’s rescue and alleviate his concerns about making a personal injury claim. After getting on board with National Accident Helpline, Underdog is safely whisked away on the path to justice with peace of mind.

The adverts, created by The Gate London, and animated by the Oscar-winning Aardman Animations, show:

  • Underdog stranded in a rowing boat with nobody to turn to, referencing the sense of helplessness many people feel after they have suffered an accident. The first ‘White Knight’, a rescue boat, then sails up to Underdog and offers him a lifeline, through National Accident Helpline’s “helpful advisers and recommended solicitors”.
  • Walking along the side of the road, anxious about the cost of making a personal injury claim, Underdog is soaked by a smart black cab and belittled for his financial concerns. The second ‘White Knight’, the aptly-named Justice Express bus, rushes to his rescue providing an alternative to incurring “expensive costs”, since with National Accident Helpline’s ‘No Win, No Fee’ guarantee, “there is no chance of being out of pocket”.
  • Waiting on a train station platform and concerned about the long delays that he might have to contend with should he make a personal injury claim, Underdog is rescued by the Justice Express train rolling into the station offering a “decision in minutes”.

Beth Powell, marketing director at National Accident Helpline, said:

“The ‘White Knights’ campaign highlights that we put the consumer at the heart of our service. Our highly qualified advisors, No Win, No Fee guarantee and efficient but rigorous processes allow those who suffer accidents through no fault of their own to access the compensation they deserve.

This is a really exciting departure from National Accident Helpline’s previous TV campaigns, with far more emphasis on the solution, rather than the problem. We are confident they will bolster the public’s belief in us as a real consumer champion.”

Christy Stewart-Smith, managing director at The Gate, said:

“Underdog has always been a highly effective Direct Response campaign. The new approach in ‘White Knights’ has been designed to put greater emphasis on the helpful, timely and professional manner in which National Accident Helpline look after their clients.”

Heather Wright, executive producer & head of partner content, Aardman Animations said: “We are delighted to be continuing our ongoing relationship with National Accident Helpline and The Gate and it’s great to see the Underdog campaign moving forward using more 3D.”



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