MALMESBURY will be featured in a national television commercial, that is set to air this weekend.

The advert, which was filmed in February earlier this year, features shots of Sherston Road, the high street and local businesses Persephone Violet and Jackdaws Coffee House.

The voiceover for the advert has been recorded by actor and comedian Sanjeev Bhaskar. 

He has appeared in the 2019 film Yesterday, BBC Two comedy series Goodness Gracious Me, and ITV crime drama Unforgotten.

Airing this week, you can catch the advert during Britain’s Got Talent on ITV this Saturday (April 22). 

Bev Mitchell, head of marketing and digital at NFU Mutual, said: “At NFU Mutual, we’ve been providing quality insurance and support for communities across the United Kingdom for over a century.

Wilts and Gloucestershire Standard: In the advert you can see Malmesbury High Street and local business Persephone Violet - which was renamed Gina and BloomIn the advert you can see Malmesbury High Street and local business Persephone Violet - which was renamed Gina and Bloom (Image: NFU Mutual)

Wilts and Gloucestershire Standard: In another advert by NFU Mutual - you can see Jackdaws Coffee House In another advert by NFU Mutual - you can see Jackdaws Coffee House (Image: NFU Mutual)

“Through our varied customer base and our network of over 550 agents living and working in communities across the UK, we have a close and keenly felt connection with British heritage.

“Malmesbury is emblematic of this heritage, a medieval market town which is filled with historic homes and surrounded by rolling farmland. 

“It was a natural choice for our new advert.”

The company's campaign features a drawing of a wheatsheaf making its way through Malmesbury. 

The wheatsheaf features in NFU Mutual’s logo and is a call-back to the company's beginnings as a mutual insurance society started by seven farmers in 1910.

'Thrilled' to be involved, says business owner 

For the advert, independent flower shop Persephone Violet was renamed Gina and Bloom. 

Owner Emily Hepworth previously told the Standard that she was ‘thrilled’ to be involved in the project. 

“As any small business owner would be, I was thrilled to be asked for our shop to be used as part of the filming for NFU’s insurance advert,” she said. 

Wilts and Gloucestershire Standard: For the advert independent flower shop Persephone Violet was renamed Gina and BloomFor the advert independent flower shop Persephone Violet was renamed Gina and Bloom (Image: Emily Hepworth, Persephone Violet )

“Headhunted for our picturesque shop front in our wonderfully quaint market town, we were really happy to host such filming in our shop. 

“Malmesbury is such a beautiful town – and one that will be put on the map more so from this national TV advert. 

“It was a really lovely day, filled with plenty of action and atmosphere.”