Bermuda headquartered Hiscox is to launch an TV and print media advertising campaign across the UK from this coming Monday.

Hiscox is one of the UK's leading insurers of higher value homes. The new campaign is entitled "Certainty", and seeks to drive home a message of confidence in the company and the assertion by Hiscox that half the claims it pays out every year would not have been paid by a standard insurer.

Filmed in Toronto, Canada, the 60 second advert was directed by Brett Foraker of Ridley Scott Associates whose previous projects include directing ads for Sony and Virgin and Channel 4.

Director of Photography was Bill Pope who has worked on The Matrix and Spiderman 3, while the voiceover artist was Bernard Hill, of Lord of the Rings and Titanic fame.

The campaign will run for five weeks at prime time viewing on all major satellite channels, including Sky Sports, and terrestrial channels in key regions across the UK.

The schedule features both 30 and 60 second versions of the ads. A second burst is currently planned for February 2008.

The advertising is part of an integrated £10million ($20m) marketing campaign, supported by press advertising, digital marketing and public relations activity.

According to Hiscox the new work targets the growing number of affluent homeowners in the UK and builds on the company's first TV campaign, "Superstitions", which first ran in May last year and featured a well dressed man confidently ignoring typical signs of bad luck, including a road full of black cats, because he is protected by Hiscox.

Glenn Caton, Hiscox's group marketing director, said: "People need to be confident they have insurance cover that meets all their needs and to understand that not all insurance policies are the same.

"The majority of affluent homeowners still choose to buy standard insurance policies, unaware of the benefits of buying specialist higher value home insurance products.

"The "Superstitions" execution has been very successful in building brand awareness for Hiscox among wealthier homeowners and now is the right time to refresh our campaign to encourage more doubt at the point of purchase and emphasise the confidence that people can have in Hiscox policies."