i mean (cant believe i am explaining it) that its the dogs catchphrase, my kids love it when the dog says "AHH YESH" or !"awwww yess", so when the ad comes on, you expect to hear it but,NO some times they decide to leave it out, like the current one!!!!!
I think they've changed the voice of the dog recently. It was done by Vic Reeves, but he was done for drink driving or something so they got rid of him because it didn't exactly look good having a convicted drink-driver on a car insurance advert. That may be why he no longer says 'awwwww yes'.