Equitable Life ads use icons to push pensions message

Three celebrities from Britain’s baby boomer generation - Amanda Burton, Tom Bell and John Peel - feature in a new advertising campaign by the Equitable Life.

Three celebrities from Britain’s baby boomer generation - Amanda

Burton, Tom Bell and John Peel - feature in a new advertising campaign

by the Equitable Life.



Breaking on 1 February, the ads, created by TBWA GGT Simons Palmer, aim

to capitalise on the fact that the Equitable Life has mutual status and,

therefore, no drain on its finances from shareholders.



’Are your pension charges too high?’ enquires Burton, the star of TV’s

long-running Silent Witness.



Burton goes on to explain how middlemen are involved with most pension

companies and finally asks: ’Who should profit from your pension?’



The theme of lower charges is taken up by Bell, famous for his

appearances in the crime thriller, Prime Suspect.



’Who should profit from your pension? How much are you paying in pension

charges?’ he asks.



Finally, the veteran DJ, John Peel, adds his weight to the pension

debate.



Peel is shown eating a fry-up in a cafe.



’I’ve been thinking about pensions, which is something I’ve got to put

up with,’ he says. ’Some pay part of their profits to shareholders,

which is something I don’t have to put up with.’



All executions bear the endline: ’It’s question time, the Equitable

Life.’



New PHD is handling the media on the pounds 3.5 million campaign, which

was shot in black and white by Gregory Rood at the Paul Weiland Film

Company.



The ads were written by Dave Woods and art directed by Pete Harle at

TBWA.



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