Esure was in the sights of The Guardian this week, in its regular, acerbic stab at the UK's most dubious adverts.
The adverts featuring Michael Winner were described as "awful, the world's worst ever, adland's own Death Wish series".
Why haven't the adverts been "dropped like a Hale & Pace comedy?" wondered the writer.
The reason was simple, he continued: "Their dreadfulness is mesmeric and utterly memorable. I for one sure know who Esure is."