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)2010–2015

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, using his catchphrase "I've had an accident!" as a way of persuading the tall man to give him compensation for an unspecified injury. When the tall man refuses to do so, Underdog tells him that he will go to National Accident Helpline instead to get proper compensation for his injury. The ads end with the tall man trying to convince Underdog to come to him for compensation instead, and Underdog hurling an insult at him intended to reduce him to less than his tall stature and deep voice convey. 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.

TV Adverts
  • First Ads – 21 September 2010 - 4 May 2012
  • Knocked Down – 4 August 2012
  • Grapevine – 10 January 2013
  • Bad Dream – 1 September 2013
  • Revolving Doors – 7 September 2013
  • No Win, No Fee, No Risk Guarantee - 8 October 2013
  • Giant Books – 1 January 2014
  • Red Tape – 5 March 2014
  • Connect, Click and Claim – 4 June 2014
  • Justice Express 1 - 27 March 2015
  • Justice Express 2 - 27 March 2015
  • Make NAH Your Port of Call - 27 March 2015
  • Loudhailer - 23 June 2015
  • Aquarium - 23 June 2015

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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