Insurance advertising today makes a nodding bulldog seem quaint and expected. But have we gone too far?

More Than’s ‘More Than Freeman’ spot is classier than a CGI meerkat, but is also trying to flog a more sophisticated product. (And I only know this because after the fourth time I realised I hadn’t picked up on what it was about so listened hard the fifth.)

It’s like the Egg guinea pigs all over again. Big, wacky ideas are brilliant brand builders and for shifting simple products. Like a gorilla drumming for Dairy Milk.

So maybe More Than should have gone for less and let themselves have a brand ad. Because everyone I’ve asked liked the ad but was surprised to hear it was about buildings insurance that comes with £75,000 of free contents insurance repeated every year if you stay claim-free.