Ad of the Day: Scottish Widows - Plan

This is a rather lovely departure for the pensions and insurance company. Instead of the tired old trope about not knowing what lies around the corner/minimising a disaster/feeling vulnerable about the future, it turns the whole idea around and asks you to think about what makes you happy. The "plan" here is more about having a sense of purpose, a reason to look forward to the years ahead. Positive and resonant.

Creative Agency: 101