Unum has become the second insurer to use ITV's Downton Abbey to promote the importance of income protection (IP).
The provider's adverts will form part of a new mainstream campaign that will also be shown during DCI Banks and news slots on ITV and several series on Channel 4, including Location Location and Secret Millionaire.
It joins Aviva in targeting the prime Sunday night slot - a sponsorship of the programme's second series telling the story of Gary who successfully claimed on his IP policy after a motorbike accident.
Unum said the adverts are the first above the line element of an integrated consumer education campaign launched at the beginning of the year.
Until now, the campaign has focussed on PR and social media, along with print and online partnerships.
"The launch of the TV adverts coincides with a long-needed wider industry push to raise awareness of this important issue amongst consumers," it said.
"Nine out of ten people don't have a back-up plan to support themselves if they were to lose their income due to illness or injury, indicating a significant need for protection.
"We have set a challenge to make income protection interesting and accessible to UK workers in a positive way in order to raise awareness of that need.
"The creative solution aims to deliver the message around the importance of a back-up plan in an engaging and memorable way, with the ultimate aim of growing the UK protection market," it added.
The adverts form part of a £15 million three year campaign aiming to make consumers aware of the gap in their financial protection.
Tim Jackson, head of marketing strategy at Unum UK, added: "We are hoping these adverts will create a significant buzz among consumers about the importance of having a back-up plan to protect their income.
"Our consumer awareness campaign highlights the significance of such protection and the adverts aim to start conversations amongst consumers with their friends, family and - importantly - their employers.
"This is not so much about Unum advertising their products and more that Unum, along with a growing number of insurers, is ensuring consumers are aware of the need for protection, therefore growing the market as a whole."
