The Scottish Widow to return to TV screens in 2014 as Lloyds Banking Group relaunches the brand
The Scottish Widow is set to make a return to television screens in 2014 following a four-year hiatus.
The character of the insurance and life company of the same name will make a return as part of the brand's relaunch by parent company Lloyds Banking Group.
Hayley Hunt who took over the role from Amanda Lamb in 2005 and was last seen on screens in 2010 will revive the role. However, as part of a refresh the widow will appear in more modern surroundings.
The return was revealed by group director of insurance at Lloyds Banking Group, Toby Strauss, who said: "We need to re-energise the brand. It’s the only insurance brand that has a persona attached to it. We’re not going to do away with the widow, or the black and the red coat, or Hayley actually, but she does need to become a bit more in the modern world.
"We’ve done some research, and she seems quite remote, in terms of people’s perceptions, up on the cliffs or whatever, and we need to bring her back into a more modern context."
The multi-million pound investment in the brand will see the new ads airing next year and backed by investment in the Scottish Widows' website.