Norwich Union scare tactics

I've just seen possibly the most threatening advert in history. IT was for Norwich Union insurance. Basically there was a family playing in the garden with Ross Kemp looking at them, then he turns to the camera and says something like "Family are the most important thing in your life".

So unless I'm much mistaken, Norwich Union are basically saying if you don't take out their insurance they're going to send Ross Kemp around to kill your family. Which is nice.