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Scottish Widows’ hooded woman returns in the brand’s first ad in four years. 101 created the spot for the Lloyds Banking Group-owned pensions and investments provider, which celebrates its 200th anniversary in 2015. The campaign, 101’s first for Scottish Widows, aims to address the shortfall between expectation and reality felt by people who do not save enough money for their retirement. It features real people from across the UK, including a fisherman and a ballet teacher. The work was written by Augusto Sola and Philip Kitching, art directed by Tanya Holbrook and directed by Leila & Damien de Blinkk through Wanda Productions.