M&G enlists Lawson for PEP push

Nigel Lawson, the ex-Chancellor of the Exchequer, is the surprise star of a pounds 2 million campaign for the financial services company, M&G, through Rainey Kelly Campbell Roalfe.

Nigel Lawson, the ex-Chancellor of the Exchequer, is the surprise

star of a pounds 2 million campaign for the financial services company,

M&G, through Rainey Kelly Campbell Roalfe.



Two commercials, directed by Paul Arden through Arden Sutherland-Dodd,

go on air this week and take a dry, humorous look at M&G personal equity

plans (PEPs).



Lawson apparently agreed to take part in the ads - his first -

immediately after reading the scripts.



The ads were both filmed in a stylish fashion in an enormous room, shot

through by a bright beam of sunlight. The first execution opens with

Lawson sitting at a table, as a voiceover explains that anyone who

invested in an M&G personal equity plan five years ago would have

doubled their money by now.



Lawson, who published a diet book last year explaining how he shed

several stones in weight since leaving the public spotlight, is seen

watching television pictures of himself holding up the famous battered

budget box as he sets off to deliver the 1986 Budget - the year he

introduced PEPs. While watching the images of his former fat self,

Lawson remarks wryly: ’I must have been in a generous mood.’



In the second spot, Lawson is strolling through the room, declaring:

’There aren’t many certainties in life - who’d have predicted the new

slimline me?’ Then, as the camera pans slowly along a bookshelf, he goes

on to say that one of life’s certainties is that you don’t have to pay

tax on your investments.



Lawson is then seen pulling a book off the shelf, which is revealed to

be his own diet book, and then, with a straight face, he delivers the

line: ’If you want to lose pounds, try this thin volume. If you want to

gain some, try a PEP.’



The ads were art directed by Gary Monaghan and written by Derek Payne.

Media planning and buying is through John Ayling and Associates.



James Murphy, the account director on M&G at Rainey Kelly, said: ’A lot

of money gets spent on lavish productions, but these ads are simple, dry

and stylised - and they get straight to the point.’



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