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VCCP create another historical ad for Royal London

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Royal London has unveiled the follow-up spot to their “We're so yesterday” campaign, which was released earlier this month to (according to the mutual life and pensions company) celebrate the fact that “Royal London has stood by its customers with the values the company was founded on back in 1861.” As with that ad, the new 60 second spot has been created by VCCP, and will be available to view via the official Royal London YouTube channel. As well as the ad, VCCP has also created new digital outdoor, press ads and a planned take-over of the travelator at the 'Bank' tube station in London. The main focus of the campaign, however, is the striking and humorous ad.

The new 60 second has been created by VCCP, and will be available to view via the official Royal London YouTube channel

Entitled 'Goode Times and Bad', the spot takes viewers on another walk through history, starting with the Battle of Hastings. From there, the narrator 'Roy' (having taken a few arrows to the chest) takes us through a medieval village where the peasants are seen wearing preposterous 'bling', to a snowy landscape where a once powerful King and Queen are forced to live off burnt rats in abject squalor. We are then taken to a Victorian city, where a Phineas Fogg indebted inventor shows off his frankly ridiculous flying contraption, which collides with a power line. The final shot reveals Roy with a ridiculously large Lute, explaining the ethos of the video; that no matter whether times are good, bad, or ridden with silly fads, Royal London has always been there to look after its customers, and its customers investments.

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Clare Salmon, group brand director for Royal London feels that the direction VCCP has taken with the campaign “Brings to life the company’s values and heritage in a distinctive, original and highly creative way.” She says that the eventual aim is for Royal London to become a “Household name,” an eventuality she feels will be helped in no small part by this campaign, which will help them stand out from their competitors. Andrew Peake, VCCP's managing director is “Extremely excited to be working with Royal London.” He says that “Their proposition of treating customers with the values of yesterday is very compelling and has provided a great creative platform for some exciting work.” Work, which he feels should be “very different” from the brand's competitors.

The eventual aim is for Royal London to become a “Household name,” an eventuality that will be helped in no small part by this campaign

Royal London first announced their plans to create a new master brand in November last year, and plan to spend the next 2 years moving all of their UK life, pension and investment businesses to a single version of the Royal London brand, which was previously scattered between Scottish Life, Scottish Provident, Bright Grey and Royal London Asset Management. The new brand identity is represented by a new logo featuring a purple pelican, which the company chose as the feel they have “Royal connotations,” and also “Represent the role of 'provider' and a heraldic symbol of generosity.”

Official Royal London Website

Official VCCP Website

Benjamin Hiorns is a freelance writer and musician from the UK who once spent a rather harrowing weekend in his school days at a Battle of Hastings reenactment. As such, the Royal London spot brought back some quite powerful memories.

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