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Royal London, the life insurance and pensions mutual, is releasing a brand campaign created by VCCP. The TV spot breaks on 3 May during Britain’s Got Talent. It is fronted by a time-travelling narrator called Roy, who explains the value of Royal London’s policies to the medieval characters he encounters before the action switches to the present day. The message is that Royal London treats its customers with the values of yesterday. The work, which will be supported by digital, outdoor and press activity, was written by Chris Birch, art directed by Jonny Parker and directed by Nathan Price through Park Pictures.