Vitality returns with a campaign to help you live longer
VCCP has launched a new nationwide campaign for Vitality’s health and life insurance business to introduce its 'Your Health’s Best Friend' brand platform.
The campaign aims to redefine what health and life insurance can do, showcasing how Vitality acts as an ally in its members' health. By offering nudges, insight, support, and rewards, the insurer helps members build preventative daily habits - with the goal of helping people live up to five years longer.
Directed by Tim McNaughton through Arts&Science alongside our global content creation studio Girl&Bear, the 60-second hero film brings back Stanley, the charismatic dachshund who has been the face of Vitality for 12 years, to give an exhausted commuting cyclist a motivational pep talk up a steep hill.
Building on the success of Vitality's 2025 'Life’s Pretty Good' campaign, which won Bronze at the 2026 IPA Effectiveness Awards and is a finalist at the 2026 Effies UK, the new work underscores the insurer's core purpose: to make people healthier and protect their lives.
"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."
Keith Kropman, Chief Marketing Officer at Vitality
“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.”
Liam Wilson, Creative Director at VCCP
The campaign runs nationwide across TV, social, and radio, with media planning and buying managed by TODAY-TOMORROW.MEDIA and social handled by McCann.