We’re so yesterday
What’s it all about?
3 May 2014
As you may know, we have embarked on an ambitious plan to make Royal London into a household name, synonymous with traditional British values and with the spirit of mutuality embodied in our new brand proposition’ The Strength in Everyone’.
You will see our new advertising campaign in train stations, online and on national television from May 3rd. Our advertising features the new strapline ‘We’re so yesterday’ which aims to demonstrate, with confidence and humility, the enduring values at the heart of our business.
Our creative route was developed through consumer insight. We take a whimsical look through history to show how our principles stretch back, and have been relevant, deep into the past. Quirky British humour and a sense of eccentricity are key to our brand personality, and this is reflected in our approach.
We have made four TV ads, two 60 seconds in length and two 30 seconds.
- In the first one, we examine pensions through the ages and highlight the diverse range of circumstances which Royal London’s offerings are designed to reflect : from the challenges of small businesses through to the need to leave provision for a spouse if life is unexpectedly cut short.
- In the second, we demonstrate how consistent common sense and judgement are key to sustaining investment performance through the good times and the bad.
In both, our leading character, Roy, navigates us through a series of historic vignettes all the way through to the present day. He is a self-deprecating, warm and empathetic character, courageous even when confronted with marauding Vikings, or finding himself in the middle of the Battle of Hastings.
We hope you enjoy the advertising. Do let us know if you have any thoughts or comments at firstname.lastname@example.org
Head of Brand and Sponsorship, Royal London