Surewise challenges mobility scooter stereotypes with first-of-its-kind TV campaign

Surewise, a specialist insurance intermediary, has launched what is believed to be the UK's first television advert for mobility scooter insurance, using England's steepest street as a visual metaphor for the everyday obstacles many mobility scooter users overcome to maintain their independence.

Created with TV and video advertising agency Happy Hour Productions, the advert follows Annie, a mobility scooter user in her 60s, as she tackles an unusually steep climb to meet a friend at the top of the hill.

The advert was designed to challenge outdated perceptions of mobility scooter users and present mobility scooters as symbols of freedom, confidence and independence.

Surewise commissioned the campaign after identifying a significant lack of awareness around mobility scooter insurance and a broader opportunity to engage an audience that is rarely represented in mainstream advertising - despite an ageing population and growing mobility scooter usage.

Although mobility scooter insurance has historically received little mainstream advertising attention, Surewise believes it is entering a new phase of growth. The insurer's own research found the number of mobility scooters in active use in the UK is close to 750,000.

Richard Hannan, director of Surewise, said: We wanted to create an advert that people would genuinely enjoy watching, while also challenging some of the assumptions that still exist around mobility scooter use.

"We wanted Annie to feel determined, capable and relatable rather than being defined by her mobility needs.

"The hill became a powerful visual metaphor because something that might seem like a small obstacle to most people can represent a much bigger challenge when you rely on a scooter every day. By showing Annie taking that challenge on with confidence, we hope viewers come away with a more positive perception of mobility scooter users and a greater awareness that affordable protection exists for them too."

The advert was created with a bright colour palette and humorous dialogue to create an uplifting tone, and the production team carried out three separate location recces before selecting Vale Street in Bristol, widely regarded as the steepest street in the country.

According to the team, many hills appeared less dramatic on camera than in reality, leading them to seek an exceptionally steep location to achieve the desired visual effect. Vale Street in Totterdown has been used as a filming location before, with Cadbury shooting an advert there earlier this year.

Zoe Bulbeck, creative at Happy Hour Productions, said: "It's been a real privilege to work on this advert - the first of its kind for mobility scooter insurance.

"We wanted the advert to be warm and uplifting, with a touch of humour. For that, our character Annie needed to be front and centre.

"Even the steepest slope can look slightly flat on screen, which is why we needed the steepest street we could find. However, that same gradient made it the hardest place to work for the cast and crew. We had to take careful safety precautions, so what looks effortless on screen was very controlled behind the scenes."

The Surewise TV advert will air across ITV, ITV3, ITV4, ITV X and ITV Quiz, as well as YouTube and social media.

In addition to mobility insurance, Surewise offers carers, storage, home insurance and more.

For more information, please visit: https://www.surewise.com/

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About Surewise

Surewise is a leading specialist insurance intermediary which offers a variety of insurance products, including mobility scooters, carers and storage insurance to customers across the UK.

Surewise provides insurance through a partnership with underwriters SAGIC, the Salvation Army General Insurance Corporation, whose profits support Salvation Army charities and give back to vulnerable members of society, including people experiencing homelessness, human trafficking, poverty and unemployment.

Based in Hadleigh in Essex, its growing team is united by a passion to build trust, care and fairness within the insurance sector.

About Happy Hour Productions

Happy Hour Productions is a Bristol-based TV and video advertising agency for ambitious brands who don’t stand still.

It was ranked in the UK’s top 20 creative agencies (#19) and named number one outside London for two years running (2025 and 2026) in Campaign’s Top 100.

Happy Hour brings creative and production together under one roof to make work that cuts through and drives growth.

Founded in 2003, the agency creates TV, video, animation, audio and integrated campaigns from its in-house studios and post-production facilities.