"You don't have to be posh to get cheaper car insurance," breathes Joanna Lumley in Privilege's range of car advertisements.
No - but you do have to phone the number at the bottom of the screen. Which, sadly for Privilege's owner Royal Bank of Scotland Insurance, is exactly what people are not doing.
Backchat hears that the series of advertisements starring the rather frightening Lumley are not getting the level of response required by Fred Goodwin's insurance army.
What's the answer? Backchat understands the company is looking at rejigging the ads to make them simpler and more direct.
Whether this is possible is debatable, until you remember stuffed dogs and plastic telephones, oh, and Michael Winner.
We wait with trepidation to see just how simple Privilege can get.