Vitality has launched a new nationwide campaign positioning health and life insurance as more than financial protection, with a focus on helping customers build healthier habits.
The campaign, created with creative agency VCCP, brings the insurer’s ‘Your Health’s Best Friend’ brand platform to life across TV, social and radio.
The campaign presents Vitality as an ally in its members’ health, using preventative support, insights, encouragement and rewards to help people make healthier choices.
At the centre of the campaign is a 60-second hero film featuring Stanley, the dachshund that has appeared in Vitality’s advertising for the past 12 years.
Directed by Tim McNaughton through Arts&Science and created with VCCP’s global content studio Girl&Bear, the film follows a cyclist struggling to make it up a hill before Stanley appears to offer some encouragement.
The campaign builds on Vitality’s previous ‘Life’s Pretty Good’ life insurance campaign, which launched in 2025 and introduced the insurer’s message around the potential benefits of healthier living. That campaign won Bronze at the 2026 IPA Effectiveness Awards and is a finalist at the 2026 Effie Awards UK.
Keith Kropman, Chief Marketing Officer at Vitality, said the new campaign continues the brand’s focus on supporting healthier lives through a prevention-first approach.