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Swinton Insurance: Nagging Doubt - Home


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Our research showed 71% of people weren’t exactly sure what they were covered for after they bought insurance.

Meet ‘Nagging Doubt’. He’s the physical embodiment of our insurance worries – that little niggle at the back of our minds – and the ‘anti-hero’ in these ads for Swinton Insurance. He appears at the very moment in our adverts when people start to question their insurance, and is then ‘removed’ in a number of unconventional scenarios.

Alongside the strapline ‘Turn Nagging Doubt into nothing-to-worry about’, the character showcases Swinton’s ability to put the nation’s minds at ease, so customers feel more confident about their insurance decisions.
Credits Other credits

Creative Director: Karl Stones

Art Director: Faye Gibbon

Copywriter: Emily Beech

Copywriter: David Forster

Designer: Liv McCarthy

Campaign Manager: Vii Vaghela

Agency Producer: Sarah Craven

Head of Planning: Tony Evans

Managing Partner: Jackie Holt



Producer: Finn James

Head of New Business: Matt Francis

Composer Felt Music: Hugo Goggin



Client Marketing Director: Anne Kirk

Client Marketing: Guy Herrington

Client Senior Brand And Advertising Manager: Sue Brewster

Client Marketing Manager: Kate Nicholson

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