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Royal London's time-travelling spokesman, Roy, goes back to a Victorian dentistry in a new ad promoting the financial company's life insurance.

VCCPme created the ad, which aligns with the brand’s existing "we’re so yesterday" position. The spot opens on Roy serving as a dental assistant in the Victorian era while explaining that Royal London knows some things can be "more painful than necessary", alluding to other life-insurance plans. All the while, the patient sits, looking terrified, in the dentist’s chair. The ad will run from 11 May in the UK on Sky AdSmart and Sky Media.