The British public is getting another chance to see last year’s Britain’s Got Talent winners Attraction – in a new national TV advertising campaign from Swinton Insurance.
Fans of the group, who include talent show’s judges Simon Cowell and Amanda Holden, film star Jackie Chan and Prince Charles (who revealed that Prince William and Kate also love the Attraction routines) will be able to watch the new TV advert when it launches on Monday March 3 during Coronation Street. The campaign will includes ads on ITV, Channel 4 and Channel 5 during 2014.
Swinton has been providing insurance for over half a century and has employed the group’s shadow dance technique to bring personal, motor and home insurance to life with an emphasis on ‘people’ rather than just ‘product’.
In 2013, led by creative director and choreographer Zoltán Szűcs, Attraction became the first non-British winner of the popular ITV talent show. The group’s performances throughout the competition won them standing ovations and brought the judges to tears. In the final they beat joint bookies’ favourite, child comedian Jack Carroll, with a landslide 27% of the vote.
After winning the show, Attraction became a viral sensation across the globe with YouTube views reaching over 30m. Their lives changed forever and they regularly appeared on TV shows such as This Morning. In November, they performed alongside acts like Jesse J and Robbie Williams in the Royal Variety performance live on ITV. They performed for royals Price Charles and Camilla and met them after the show, and their New Year Gala show in China was watched by an audience of 1bn.
While they have kept their base in Hungary they are converts to British culture – declaring the fry up a culinary achievement and regularly returning to the UK.
Steve Griffiths, Head of Marketing, says: “It is the first time in seven years that Swinton has advertised on television. The focus of the creative is on our people-centred approach. With over 400 branches on high streets across the country we wanted to draw attention to the truly personal service that Swinton offers.”
Attraction was formed in Budapest in 2004 by former Hungarian pop star turned choreographer Zoltán Szűcs, who previously had been in the group Real Action. They opened a dance school in Budapest to support their dream of international success. Zoltan was named The 2009 Face of Culture in Hungary. Their journey from 2004 has taken Zoltan and the dance troupe around the world as they further crafted their act; they have performed across Europe and Asia at high profile events such as the World Expo in Shanghai, the New Year’s Gala in Beijing and the Hungarian opening ceremony for the London Olympics.