Michael Winner’s finest marketing hour
Film director, and unlikely brand spokesman, Michael Winner has died, aged 77. He was best known for directing the Charles Bronson film ‘Death Wish’ in 1974 and its later sequels, but he became a star of the small screen in his later career when he starred in a series of ads for insurance brand eSure.
He was also well know for his journalism and his caustic ’Winner’s Dinners’ restaurant reviews that he wrote for The Sunday Times.
As well as starring in the eSure ads he also directed them. They were famous for the line that Winner uttered “calm, down dear!”, which became a national catchphrase.
He starred in the ads from 2002 until he was dropped in 2005 when the insurer’s advertising was taken in-house.
Winner famously hit out at the ad industry during his time with eSure and said it had ”its head so far up its own arse that it has to open its mouth to see out”.