Advertising for the business, which was formerly known as PruHealth and PruProtect, will appear across TV, outdoor, press and digital.
Vitality will promote wellness in the marketplace, as its health and life insurance policies incentivise healthy living by offering cut-price gym membership for example.
Keith Kropman, director of marketing, Vitality, said: “We believe in the importance of making exercise habitual, and encouraging people to introduce physical activity into their existing routines.
“Widespread behaviour changes will bring great societal benefits, and as a consequence could reduce the strain on the NHS, as we know prolonged inactivity leads to a number of health problems.
“The research we undertook for this campaign suggested that consumers know the idea of becoming healthy is good, but sometimes struggle to participate or maintain the lifestyle change required.
He added: “Our Dachshund perfectly represents this mind-set and Ade Edmonson’s sceptical, but ultimately begrudging tone, will ring true for many, especially at this time of year.
“It’s our mission to help get people off the sofa and embrace a healthier and more active lifestyle.
“This major national advertising campaign will provide great exposure for both health and life insurance, which helps to benefit all parties including advisers who will be able to use the humorous campaign to help kick-start conversations about protection with their clients.”
Last week The University of Cambridge revealed that physical inactivity can kill twice as many people as obesity in Europe.
Michael Aldridge, sales director at London & Country, said: “The news that Vitality is about to embark on a significant advertising campaign is hugely exciting and should be welcomed with open arms by all within the protection arena.
“Any increased awareness that puts a positive spotlight on our industry can only be good news, the fact that Vitality offers something unique and promotes health and a healthy lifestyle will only enhance the overall impact and help further capture the imagination.”
