Observed Signal · Jun 18, 2026 · Campaign Launch · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
Hiscox Brings 'Most Disastrous' Campaign to CTV
Hiscox has returned to TV for the first time in nearly ten years, bringing its 'Most Disastrous Campaign Ever' to broadcast and streaming screens with purposefully disruptive CTV spots. The campaign is running across ITV drama, Channel 4’s Gogglebox and World Cup programming, and on BVOD, SVOD and YouTube (targeting big-screen viewers). Ed Birth, Head of Brand Marketing at Hiscox, told VideoWeek the team treated broadcast, VOD, BVOD and CTV as one ecosystem, worked closely with broadcasters and Clearcast from the script stage to manage controversial creative, and chose a blended channel mix to maximise incremental reach. Early signals show improved brand health metrics and web searches, contributing to a record year for Hiscox direct business insurance sales; TV-specific measurement will include brand shifts, short-term quote/sales metrics and econometric modelling. The piece was published on 2026-06-18.
Illustrative case study of CTV creative strategy and cross-platform planning that highlights broadcaster collaboration and measurement approaches; useful for practitioners but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Hiscox returned to TV for the first time in almost 10 years with its 'Most Disastrous Campaign Ever'.
- The campaign is running across ITV drama, Channel 4’s Gogglebox and World Cup programming, alongside BVOD, SVOD and YouTube (big-screen).
- Ed Birth is Head of Brand Marketing at Hiscox and spoke to VideoWeek about the campaign and broadcaster engagement.
- Hiscox engaged broadcasters and Clearcast early at the script stage to ensure the intentionally disruptive 'disaster' creative remained acceptable and resolvable within ads.
- Hiscox reports the broader campaign has driven improvements in brand health metrics and web searches and contributed to a record year for direct business insurance sales; TV-specific measurement plans include brand health shifts, short-term quote/sales metrics and econometric modelling.
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