May have been for Insurance I can't remember. I was too interested in listening to a poem that a lady was reciting about her baby. Did anyone happen to see it so I can listen again to it. Sorry, bit vague, can't remember which channel. Part of the words were that sometimes she had to lock herself in a room for space?
Nationwide are doing a campaign using poetry. Is this it? http://www.campaignlive.co.uk/article/nationwide-strips-back-ads-authentic-connection/1408827#