MORE TH>N insurance has launched a new TV sponsorship campaign entitled ‘Defuse the Drama’. As the official sponsor of ITV Showcase Drama, MORE TH>N’s new idents will feature during popular ITV dramas from March to December.

As a leading UK insurance brand, MORE TH>N is no stranger to defusing drama. Whether it’s fixing burst pipes or taking care of poorly pets, MORE TH>N prides itself on doing more to help its customers with life's unexpected dramas. So, MORE TH>N has teamed up with ITV to bring audiences a different kind of drama.

The new idents feature Mordenn, MORE TH>N’s cool and calm fictional founder, as he effortlessly defuses a series of dramatic moments with the line “Drama? …No drama”. From a patient going into cardiac arrest, through to a couple’s public break-up and passengers fighting for survival after a plane crash, the idents feature a range of tense scenarios familiar to many TV dramas.

The new idents, created by VCCP, launched on 18th March during “The Durrells” on ITV and the ITV Hub. The campaign will continue throughout 2018, sponsoring top ITV dramas including “Cold Feet” and “Vanity Fair”.