Underdog (advertising character)

Underdog is a character developed by The Gate London advertising agency and animated by Aardman Animations.[1] The character is featured in advertisements for the personal injury claims company, National Accident Helpline, a UK-based provider of personal injury services.

Underdog
Underdog, the clay animation figure featured in the adverts
AgencyThe Gate, London
ClientNational Accident Helpline
Product
  • Personal Injury
Release date(s)2009 – 2016

Origins

Underdog was created in 2010 for the insurance provider National Accident Helpline, as a claymation figure (often seen with bandages on his arms, legs and ears). The character made his first TV appearance in the same year. The initial concept of Underdog was created by The Gate London advertising agency, where Dave Trott is Chairman.[2] The design of Underdog bears a close resemblance to that of the principle characters from Aardman's earlier TV series Rex the Runt created by animator Richard Starzak.

History

Underdog first appeared in ads standing in the shadow of a tall figure voiced by Brian Blessed. Background music of the Underdog advertising campaigns have included such hits as Chumbawamba's “Tubthumping”[3] and Marvin Gaye's "I Heard It Through the Grapevine" (where the chorus lyrics have been changed to include the brand name).[4] Underdog is voiced by British comic actor Joe Pasquale. The most recent run of ads (beginning in September 2013) featured computer-generated imagery created by Aardman Animations.[5]

Commercial success and popularity

Following the first Underdog campaign, the number of enquiries increased by 25% within the first month. The immediate effects of the campaign also saw cost per enquiry down by 8% and the number of brand searches for ‘national accident helpline’ triple.[6]

The Underdog character has his own Pinterest board featuring images sent to National Accident Helpline by fans, ranging from Underdog shaped cakes to Underdog crochet figures.

References
  1. Hall, Ben. "Behind the scenes: National Accident Helpline TV spot". Brand Republic. Retrieved 29 October 2013.
  2. Somerset, Ben. "Market Leader Interview – Dave Trott, Chairman of The Gate London and author of Creative Mischief". Creative Brief. Retrieved 30 October 2013.
  3. "New "Knocked Down" Advertising Campaign". PR Web National Accident Helpline. Retrieved 29 October 2013.
  4. Harper, Alexia. "New 'Grapevine' TV Advert". Carat Manchester. Retrieved 29 October 2013.
  5. "National Accident Helpline "Underdog" by The Gate". Campaign Work. Retrieved 29 October 2013.
  6. "NAH Case Study". The Gate. Retrieved 29 October 2013.

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