The commercial, developed by Royal's roster agency WWAV Rapp Collins, follows Lucky the dog, More Th>n's mascot, on a suburban street as he watches the traffic go by.
A voiceover explains the benefits of More Th>n's car insurance cover, including protected maximum no-claims bonus for life and a £20 discount.
The advertisement invites viewers to phone a freephone number to find out if they can get a better deal with More Th>n on their car insurance. The company claims that drivers can save as much as £50 a year by switching to More Th>n.
Mike Tildesley, marketing director at More Th>n, said: "Having worked with WWAV Rapp Collins on the launch of More Th>n, and following the success of both the Pet and Home Insurance direct response ads, this is the logical next step -- and one that I am sure will help consolidate More Th>n car insurance at the forefront of the sector."
The ad will be shown on ITV, Channel 4 and Channel 5 and breaks on March 18.
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