(Not) very supertitious.

U.K. SPECIALIST INSURER HISCOX RECENTLY DEBUTED its first television commercial aiming to become a consumer brand in the United Kingdom. Chairman Robert Hiscox said the 9 million [pounds sterling] marketing campaign was created "to raise awareness of the sleeping brand that is Hiscox," according to Lloyd's List. The marketing campaign consists of television commercials, print and online ads, direct mail and sponsorships.

Hiscox's marketing discovered its target consumers--mid- to high-net worth households--did not want to see the typical English themes of manors and rolling countryside in the ads, according to Lloyd's List. Instead, the television commercial, filmed in Prague, Czech Republic features a man on a journey who encounters a variety of superstitions, but openly flaunts them. The purpose of the Hiscox ad is to highlight the high level of performance policyholders can expect from the insurer, providing consumers with the confidence that all they hold dear is properly protected, said Steve Sherlock, Hiscox's U.K. marketing manager.

The TV commercial will appear during news, sport, movies, documentaries and drama programming. Print ads are showing up in the Times, Daily Telegraph and Guardian.