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VCCP’s newest ad for Royal London marks the next phase of Royal London’s ambitious brand repositioning, which kicked off earlier this year with a heavyweight TV, outdoor and digital campaign under the ‘We’re so yesterday’ strapline; and the launch of a major sporting partnership with the England and Wales Cricket Board.

The commercial for Royal London’s Fairer Over 50s Life Cover once again features time-travelling narrator, Roy. On this occasion he finds himself in the epic setting of a burning medieval village which has been struck by lightning. As the villagers’ buildings burn, confused chaos ensues causing one particular villager to noisily proclaim: “We’re all gonna die!” It’s the perfect setting for Roy to broach the subject of death, in his frank, yet humorous way.

The DR TV ad is part of an integrated direct campaign: print media across national and consumer press, door drops, digital media and a national DM campaign.