The ad for "fairer over 50s cover" by VCCP partnership continues to feature the brand’s time-travelling narrator Roy, who journeys to a burning medieval village.
The setting provides Roy with the opportunity to tackle the topic of death and Royal London’s life cover offering.
The creative builds on the brand’s "We’re so yesterday" repositioning, which was unveiled in May with a TV, outdoor and digital campaign. Creative direction is by Marcus Woolcott and Jamie Bell, copywriting and art direction by Chris Birch and Jonny Parker, and the film is directed by Nathan Price.
The TV ad debuts today and is supported by an integrated direct response campaign across national and consumer press, digital media, direct mail and door drops. Media planning is by VCCP Media.
Clare Salmon, group brand director of Royal London said: "Following our successful launch earlier this year, we are delighted to welcome Roy back to the screens to continue his quirky plain-speaking observations on our financial needs.
"This time we set him the challenge of talking about two great British taboos – death and money – but in a way that avoids the patronising clichés and euphemisms that have characterised the marketplace up to now."
David Meliveo, head of marketing and promotions, consumer division at Royal London said: "We’re delighted to be moving beyond the industry conventions of unfair terms, celebrity endorsement or a gardening spokesman – we want to talk to customers in a direct and honest way to help them decide the right approach to take when they’re gone."
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