Agency The Gate, London Release date(s) 2010 – present | Product Personal Injury Creator Aardman Animations | |
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Client National Accident Helpline | ||
Underdog cartoon intro
Underdog is a character developed by The Gate London advertising agency and animated by Aardman Animations. The character is featured in advertisements for the personal injury claims company, National Accident Helpline, a UK-based provider of personal injury services.
Contents
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.
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” and Marvin Gaye's "I Heard It Through the Grapevine" (where the chorus lyrics have been changed to include the brand name). Underdog is voiced by British comic actor Joe Pasquale. The most recent run of ads (beginning in 2013) featured computer-generated imagery created by Aardman Animations.
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.
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.