VCCP has created an underdog story where the ultimate win is a longer life. The campaign is for UK health and life insurance brand, Vitality. The platform, Your Health’s Best Friend, leads with a Dachshund called Stanley in the role of a motivational coach and a bloke who won’t let a more able cyclist beat him. The charismatic dachshund has been the face of Vitality’s advertising campaigns and wider brand for the past 12 years. 

The campaign highlights Vitality’s differentiated approach to insurance, redefining what health and life insurance can do for people and emphasising how Vitality offers more than just protection. It acts as an ally in its members health, helping them to take preventative measures today by building healthier habits, through nudges, insight, support and rewards. This translates in the campaign with the insurer showing up as a best friend – supporting, uplifting, comforting and inspiring – to demonstrate how Vitality can help you live up to five years longer.

The campaign, created by Liam Wilson, Sam Adio and Ken Abalos at VCCP, underscores Vitality’s purpose of making people healthier and enhancing and protecting their lives. The hero commercial was directed by Tim McNaughton through production company, Arts&Science, in collaboration with VCCP’s global content creation studio Girl&Bear.

The new campaign builds on the success of the organisation’s recent Life insurance campaign, Life’s Pretty Good, that launched in January 2025 and first communicated the scientifically backed ‘live longer’ message. The campaign won Bronze at the 2026 IPA Effectiveness Awards and is a finalist at the 2026 Effie’s UK.

Keith Kropman, chief marketing officer at Vitality, stated, “Our brand has always stood out in insurance. We have never shied away from the role we can play in supporting healthier lives. In taking a prevention-first approach, we can help our members build a healthier today and tomorrow. Launching Your Health’s Best Friend, and using this film to bring this to life, is another key moment for us. It’s supportive, encouraging and there for you: everything a best friend should be.”

Liam Wilson, creative director at VCCP, added,“This work is a much-needed dose of fun that celebrates the joy of living healthier, with a tiny dachshund encouraging action. It’s a bit of entertainment to remind people just how good life can be.”

The full campaign will cover TV, social and radio. Media planning and buying was managed by TODAY-TOMORROW.MEDIA and social was handled by McCann.

Credits:
Client: Vitality

Advertising Agency: VCCP
Creative Director:  Liam Wilson
Creatives: Sam Adio, Ken Abalos, Adam Jackson & Ted Price
Business Lead: Susie O’Doherty
Account Director: Mark Jones 
Senior Account Manager: Jamie Wolfish
Account Manager: Hakim Coulibaly
Planning Director: Dan Brown
Planner: Percy Fagent

Production: Girl&Bear
Producer: Rosie Good
Senior Integrated Creative Producer: Carolina Rinadli
Broadcast Affairs: Katie Singer

Production Company: Arts&Science
Director: Tim McNaughton 
Director of Photography: Tom Townend
1st AD: Robert Blishen
Executive Production: James Bland 
Producer: Joshua Smith  
Production Manager: Phoebe Court Thomas
Production Designer: Guy Thompson 
H&MU Artist: Rachel Hearle 
Costume Designer: Lucy Hagan 

Editing: Stitch Editing 
Editor: Adam Spivey 

Post Production: Electric Theatre Company
Colourist: Luke Morrison 
Post Producer: Ryley King 

VFX: We Are Covert
VFX Creative Director: Dan Andrew
VFX Producer: Ben Pearce 

Audio Post-Production Company: 750mph 
Sound Engineer: Sam Ashwell