- Ron Atkinson, the much-travelled football manager, is to spearhead a new trade press campaign for Sun Life, advertising the launch of a new pension to Independent Financial Advisers.
The campaign, which breaks next week, was created by FCA!. It features Big Ron's musings on the nature of pensions and life in general, and is couched in the inimitable style of the Nottingham Forest boss and ITV pundit, who has also had spells in charge of Manchester United, Coventry City, Sheffield Wednesday, Athletico Madrid, West Bromwich Albion and Aston Villa. The "Lifestyle" pension allows people to take career breaks without incurring financial penalties.
David Shute, a managing partner of FCA!, said: "Ron's appetite for moving jobs made him the ideal candidate to highlight the benefits of the new, more flexible Lifestyle pension. He epitomises the type of person who is frequently in a job, but whose career can be quite spasmodic."
He continued: "There are so many pensions available, all of which have some claim to being the best of their type, and it is quite a dull market. This is quite a different product altogether; one that understands real people. If we had one chap to summarise this type of person, then Big Ron is it."
The campaign also features an interactive CD-Rom -- or CD-Ron, as it will be known -- that features the larger-than-life character talking about the benefits of the pension from the beaches of Barbados.
The ads were written by Nick O'Brien Tear and art directed by Martin Pierson. The media was planned and bought by Optimedia.
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