BDDH focuses on life’s unpredictability in unusual TV campaign for Clerical Medical

BDDH will unveil an unusual pounds 2 million campaign for the pension and investment specialist, Clerical Medical, next Monday.

BDDH will unveil an unusual pounds 2 million campaign for the

pension and investment specialist, Clerical Medical, next Monday.

Nine films will crystal-ball-gaze into the futures of three different

characters, each of whom is shown in the present day, while a voiceover

explains what the future holds for each of them. Because the future is

uncertain, and the campaign is designed to emphasise the flexibility of

Clerical Medical’s investments and pensions, the characters have been

filmed with three different lives ahead of him or her.

One film opens on the interior of a City office block. ’Alison Turner is

a silversmith,’ the voiceover says. As the camera travels down a dingy

corridor, it goes on to explain that Turner took a year out to study

jewellery design after her divorce and now works from her own studio in


’But Alison doesn’t know this yet,’ the voiceover adds as the camera

finally ends up in the office of a bored-looking woman, ’because she’s

still a recruitment executive in the City.’

Another commercial uses virtually the same footage, but describes a life

in which Alison and her husband start up a restaurant after having a

family, while a third depicts her as a tree surgeon in the Brazilian


Similar treatments are given to the future life of five-year-old David

Masterman and the middle-aged Peter Phillips.

In each case, all three versions will appear in and around the same

television programme, to give viewers the different outcomes in quick


Owen Lee was the copywriter and Gary Robinson the art director on the

campaign, which was directed by Anthony Easton at Stark Films. Media was

bought and planned by CIA Medianetwork.

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