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Royal London moves beyond 'industry conventions of unfair terms, celebrity endorsement or a gardening spokesman' in direct response over 50s campaign

Royal London has commenced the next stage of its brand repositioning ‘We’re so yesterday’, which kicked off earlier this year, with a new direct response TV advert for its Over 50s Life Cover.

Created by the VCCP partnership, the advert (available to view on Royal London's YouTube page) again features time-travelling narrator Roy who, this time, finds himself in the middle of a burning medieval village which has been struck by lightning.

As the villagers’ panic and chaos ensues Roy broaches the subject of death in the same frank, yet humorous way, he approached pensions and investments.

“Following our successful launch earlier this year, we are delighted to welcome Roy back to the screens to continue his quirky plain-speaking observations on our financial needs. This time we set him the challenge of talking about two great British taboos - death and money - but in a way that avoids the patronising clichés and euphemisms that have characterised the marketplace up to now,” explained Clare Salmon, group brand director at Royal London.

“Roy and his cast of medieval friends bring a little wit and humanity to a topic we would all rather avoid, and demonstrate how very different our approach is to that of our competitors.”

Head of marketing and promotions, consumer division, Royal London, David Meliveo, added that Royal London was “delighted to be moving beyond the industry conventions of unfair terms, celebrity endorsement or a gardening spokesman- we want to talk to customers in a direct and honest way to help them decide the right approach to take when they’re gone.”

Steve Mattey, COO of VCCPme, called the work a “fantastic example of how a great brand campaign can be translated into hard working creative direct response advertising”.

The TV campaign launches today (Wednesday 1 October) as part of an integrated direct campaign which includes print media across national and consumer titles, door drops and a national direct mail push. VCCP Media handled media planning.

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