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Royal London

Royal London continues its jaunt through British history following 'We're so yesterday' ad with 'Goode Times and Bad'


By Gillian West, Social media manager

May 14, 2014 | 2 min read

Mutual life and pensions company and owner of the Scottish Life, Scottish Provident and Bright Grey businesses, Royal London, has unveiled a follow up spot to the ‘We’re so yesterday’ above-the-line advertising campaign launched earlier this month.

The new 60 second execution, ‘Goode Times and Bad’, available to view on the Royal London YouTube channel, takes the viewer on another walk through British history, opening on the Battle of Hastings. As the narrator, Roy, gallantly takes a few arrows to the chest we’re transported to a prosperous Medieval village where even some entrepreneurial peasants manage to walk around dripping in gold. But the good times don’t last long and we’re soon back in a snowy landscape watching a once powerful King and Queen live off bleak rations.

The penultimate scene sees an eccentric bearded chap trying to flog his latest invention – the Pedaloon, all in the name of showcasing how in good times, bad times and faddy times Royal London has looked after their customers’ investments.

Created by VCCP the campaign also includes digital outdoor, press advertising and a take-over of Bank Tube station’s travelator.

“The approach that VCCP has taken brings to life the company’s values and heritage in a distinctive, original and highly creative way. We’re aiming for Royal London to become a household name, and we think this campaign will help us stand out from our competitors,” said Clare Salmon, group brand director at Royal London.

Andrew Peake, MD of VCCP added: “We are extremely excited to be working with Royal London. Their proposition of treating customers with the values of yesterday is very compelling and has provided a great creative platform for some exciting work which should be very different from the rest of the category.”

Royal London announced its intention to move to a new masterbrand in November of last year, with plans afoot to move all UK life, pension and investment businesses to a new version of the Royal London brand over the next two years.

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