Zurich is set to raise its profile in the UK with a £20m television advertising campaign featuring flying pigs.
The company said the message it is using the pigs to convey is "we do things that you would not believe".
The campaign starts today and will be aired on Sky News and ITV.
It was created by advertising agency Joshua. Account director David Walton explained: "We want this campaign to be talked about. We want people to say: "They've achieved the impossible - they've made pigs fly!" If we can get them to say that, and to associate Zurich's name with the sentiment, then we've done our job."
Zurich assured the public that no animals were hurt in the process - in fact it said the pigs were "pampered like Hollywood film stars".
