The 40" spot titled 'Captured' shows Brian getting himself into a rather sticky situation, as he finds himself attracted to a super-powered magnet in a scrap yard.

The ad, directed by RSA's David Lodge and, introduces new brand characters, The Herberts, who's goal and quest is to save Brian, and offers viewers the chance to interact with the fully integrated campaign using the hashtag #HelpBRIAN.

The team of Robots were designed by Mill concept artist Melanie Climent, who comments, "the brief was to design a host of robot characters similar to Brian, using similar shapes and materials, but at the same time, find a way to make their personality readable. This lead us to create the Herbert family; Chief Herbert, Miss Herbert, Clever Herbert, Stunt Herbert and Baby Herbert.

With the aim in making each character look cute, we had to take into consideration elements such as their proportions and how they were going to move, which we achieved by mismatching the size of their heads and eyes compared to they bodies, and making sure they weren't too flexible, giving them a clumsy movement."