The Department of Work and Pensions has launched a new campaign to increase public awareness of the importance of workplace pensions. But it has immediately come under fire for the style of its 40 second TV advertisements, which feature a large furry animal called “Workie”.

Pensions minister Lady Ros Altmann says the initiative is important. “This is a fun and quirky campaign, but behind it lies a very serious message. We need everyone to know that they are entitled to a workplace pension – and we need all employers to understand their legal responsibility to their staff.”

The government department has come under fire for the cost of the campaign, which it has been revealed added up to £8.45m. Alongside the TV advertisements, the department ‘s campaign has included some more innovative elements such as jumping on social media and reminding people during Back to the Future day that they will still need pensions in the future.

And if you haven’t seen the advertisement on the TV yet, here it is: