Meet Beagle And Lenny Street – The New Stars Of Beagle Street Advertising

Above+Beyond has introduced a tiny but determined dog and a soft-hearted Cockney as the brand spokespeople for Beagle Street in its debut campaign for the BGL Group-owned insurance brand.

In the first TV instalment, which breaks on 26th December, the dog, called Beagle, and its owner, Lenny Street, meet a family at the seaside who are sheltering from the rain. The pair then dispense some tough love on the family, imploring them using humour to rethink their priorities and invest in Beagle Street’s life insurance policies. The combination of Lenny’s heartfelt argument and Beagle’s hard stare win the family over.

The through-the-line campaign comprises Beagle Street’s first brand TV activity in the last two years. Above+Beyond won the account in a competitive pitch in October.

Communications strategy and media planning and buying is handled by The Specialist Works. The strategy sees an evolution from the traditional life insurance DRTV model to a brand response approach with performance at its heart. The Specialist Works' launch strategy is to reach people watching TV with their families at Christmas, reminding them to plan now and protect their loved ones. The campaign launches with flagship spots in The Big Fat Quiz of the Year and Paddington.

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, said: "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."

Dan Hojnik, Strategy Director at The Specialist Works, said: "We're very excited to help Beagle Street achieve the next phase of growth as a brand. Purchasing life insurance signals an individual’s priorities shifting from themselves to those they care about. The festive season is all about family, and we hope to encourage those watching together at home to protect their loved ones.”  

The spot was directed by David Kerr From Hungry Man.