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‘We’re so yesterday,’ says Royal London's new ad campaign as it looks to become a household name

Royal London, the mutual life and pensions company, has kicked off a new advertising push as it looks to make itself a household name.

Titled ‘We’re so yesterday’ the activity has comprised two 60-second TV ads, each with a 30 second cut down.

In the ads, Roy, a time-travelling narrator, takes the viewer through British history revealing some of the stories behind Royal London in an effort to convey the message that the company is there no matter what circumstance you are in.

Clare Salmon, group brand director, Royal London said that she hopes the campaign will make Royal London “a household name”.

“The approach that VCCP has taken brings to life the company’s values and heritage in a distinctive, original and highly creative way. We think this campaign will help us stand out from our competitors. ”

It has been supported by digital outdoor, press advertising and a take-over of the Bank Tube Station travelator.

VCCP Media handled the media strategy and planning for the campaign and was also responsible for brokering Royal London’s four-year sponsorship of One Day Cricket in England.

As part of the sponsorship, Royal London appointed Fuse Sport + Entertain-ment to help manage event, including running in-ground activation, handling guest hospitality programmes and managing all branded assets.

WPP-owned global brand strategy and design agency, Brand Union, also worked closely with VCCP and Realise to develop the new identity for Royal London.

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