Research told us that people don't realise they are literally sitting on a fortune. It also revealed that released equity is spent mainly on holidays, family and home improvements - particularly conservatories. So we explained how the commercial's hero came to be 'Sitting Pretty' with Norwich Union while he looks for the perfect spot for his favourite chair in his new conservatory.

The commercial takes the high ground; it offers reassurance about the product, its benefits and the buying process. And it's humorous and engaging enough to stand repeat viewing.

Achieved double average industry response rates at half industry average cost per call.Response rates increased from 0.0065% to 0.0083% from test to roll out .Typical response rate for financial DRTV: c.0.003%Cost per call £57 (€40) compared to industry average of £110 (€80) TV proven as a viable channel for the product.'Sitting Pretty' achieved £223/€159 versus target cold cost per lead £238/€170.

Post test research showed it was enjoyed by the audience who identified with the hero. It confirmed that required levels of detail and reassurance were delivered.