Rias is launching the campaign to promote its car insurance products and it focuses on the multiple discounts available to customers over 50-years old.
The TV spot begins with a man in his late 50s sitting on his sofa, picking up his newspaper and thinking: "Some things about getting older I'm not crazy about. But there are compensations."
He puts on his glasses and we see that he is looking at a Rias car insurance ad, which lists a range of discounts available to the over 50s.
There are discounts for: being over 50; being retired; low mileage; having an older car; parking in the garage or on the drive; and up to nine years no claim discount.
The spot ends with the man peering over his glasses at his wife, who is also reading, and saying: "Yes, some things definitely get better with age."
The 60 and 30 second spots, which build on WPN's press and direct mail campaign for Rias, will appear across terrestrial, digital and satellite channels for the next two weeks.
The objective is to recruit new customers for Rias and the ads end by asking people to phone for a free car insurance quote.
Maria Phillips, creative partner at Watson Phillips Norman, said: "Many car insurance ads have a rather 'down market' look. The theme 'some things get better with age' resonates with the target audience and puts a very positive spin on growing older.
"The double entendre at the end brings a touch of humour to balance the very strong sales messages."