Seventies pin-up David Bowie is set to lend his cult status to CGU's latest £8.5 million advertising campaign.

Bursts of Bowie's minimalist pop hit Heroes are set to provide the hookline to CGU's TV adverts, possibly rekindling teenage memories among its target audience of grown-ups.

Britain's biggest insurer plans to use the theme of the consumer as "hero" to build awareness of the company, following its creation by the merger of better known brands Commercial Union and General Accident.

CGU's merits will also be proclaimed by adverts on outdoor poster sites, from buses and in the trade press championing the campaign's theme: 'because of your advice.'

Nick Hall, director of strategic and product marketing at CGU, said: "Individuals and businesses want to take a responsible approach to managing their financial affairs. CGU's role is to help them achieve this by making the process hassle free and thereby allowing them to concentrate on other aspects of their businesses and life."

The commercials will run for two weeks from September 25.