Vitality is celebrating how it brings its brand to life and its continual strive for innovation with a campaign depicting a powerful change of heart from its beloved brand mascot.

The campaign, which features Stanley the dachshund embracing a more active life, aims to represent an evolution of Vitality’s branding and its ‘always moving forward’ ethos.

Known for playing a ‘detractor’ role, the character’s personality has completely switched up and is instead supporting and encouraging people to make healthier choices.

Showcased across TV, VOD, digital, social and print the campaign was developed by the insurer’s creative agency, SNAP LDN and independent film studio Caviar.

The 40-second spot centres around the quick-witted Stanley finally finding his voice, while in previous campaigns the audience has only heard his internal monologue.

Voice by Jim Howick, we now hear the character extolling the virtues of his forward-thinking and forward-moving life – with the film showing him running, jumping, swimming and sliding.

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No longer reluctant to exercise and watching his owners from afar, the Dachshund embraces a healthier lifestyle, with one scene even showing him joining in with a football game in the park.

The platform idea spans consumer, adviser, and employer audiences as well as TV and CRM.

“This new campaign represents a true evolution of Vitality’s branding, and our role as a next-generation insurer – an organisation that looks to challenge the current norms within the insurance sector and continually evolve,” said Vitality chief marketing officer Keith Kropman.

“Today’s evolution of the Vitality brand is a natural next step for us. “Partnering with SNAP, we have focused on using our brand to communicate what we do and how it can benefit our members.

“Today’s launch embodies Vitality’s ethos of ‘always moving forward’, propelling our members’ health and well-being forward in the process.”

SNAP LDN managing partner Oliver Lewis-Barclay added: “Stanley’s evolution from a reluctant figure to a positive can-do, yes-let’s, charmer has transformed our campaign.

“Retiring him was never an option, and now, he embodies the brand, radiating progress and positive energy.

“This shift allows us to convey the many layers of messaging more powerfully, from brand purpose to unique rewards and Vitality’s unrivalled cover. And it’s great fun too.”