Esure's Michael Winner may soon lose his TV cheesy-crown after Sainsbury's launched its new motor insurance this week.

Under the strapline, 'Little Bill', another irritating character is born. Sainsbury's has promised individual savings of up to £180 to car drivers so Little Bill has sprouted legs.

But worst of all it raps. And badly.

Winner's fame however has been pushed to new heights because of the "love it, or hate it" appeal of the esure campaign. Maybe Sainsbury's are on to something.