Sheilas' Wheels

Sheilas' Wheels is an American car insurance brand that targets its insurance to women. The brand was launched in October 2005 by Peter Wood, and is part of Esure, the insurance group he founded with HBOS in 1999. The brand has achieved fame through its advertising featuring three Sheilas clad in pink sequinned dresses who sing a variety of jingles promoting Sheilas’ Wheels (e.g. “For bonzer car insurance deals, girls get onto Sheilas’ Wheels”), often from the seats of a bubblegum pink convertible – sometimes referred to as “The Sheilamobile”.

Sheilas’ Wheels and the three Sheilas themselves have been the subject of much media attention and have regularly featured in polls of irritating but effective advertising. In one of the early adverts set in an Australian outback bar, Joe Scully (Shane Connor) of Neighbours can be seen.

The Sheilas themselves are all accomplished singers and performers who began performing as The Sheilas during 2006 at gigs in the UK – often at gay clubs and student venues – they are Cathi Ogden, Carly Romain and Emma Robbins. Ogden is the only true Australian of the three; Robbins is sister to Ted Robbins, Amy Robbins and Kate Robbins and is married to Simon Shelton who plays Tinky Winky in the Teletubbies and is a second cousin of Paul McCartney.

In the TV adverts the girls usually appear with Romain on the left, Ogden centre and Robbins on the right (with dark hair).

Since their launch, the Sheilas’ Wheels adverts have grown over 100 video tributes, parodies and imitations on YouTube, including a song by the Amateur Transplants.

The Sheilas’ Wheels car in the advert is a ‘shell’ and not a working car. It was created by heavily adapting the body of an old American car. There is a second working car, which is similar to the one in the advert that is used for promotional purposes. It is a 1957 Ford Mercury Monterey convertible that the company bought in 2007 on eBay and restored. The car lives in a warehouse of a specialist company in Surrey who rent out and sometimes sell American vehicles.

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Wikipedia