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Building on their hugely successful ‘We’re so yesterday’ campaign, Royal London, together with VCCP and Starcom Mediavest Group (SMG) have released their latest instalment for February.

The spot welcomes back Roy, the ever-sympathetic narrator, pictured once again making his way through the chaos of a burning village, candidly addressing the viewers on their pending mortality. Roy and his fellow medieval friends bring Royal London’s heritage to life, reminding its audience of the proud foundations upon which the brand was built, foundations that ensure “even if you die nowadays, Royal London will treat you and your family with the good old values of the past”.

Royal London continues to move beyond industry conventions both in its creative and media planning approach, as well as its product and service offering, which it continues to celebrate with the ‘We’re so yesterday’ campaign.