The ad, which breaks today (18 September) on channels including ITV Digital, UKTV and Sky networks, will run until the end of November.
It sees Roy emerge in animated form as a Victorian gentleman riding a penny-farthing. He says funerals are expensive, but that the company’s Over 50s Life cover can help pay for those costs.
The ad was created in-house at Royal London, by Elmtree Creative Partnership Production Services. VCCP is Royal London’s retained creative agency.
Mediavest handles the media planning and buying for Royal London, after winning the account in July. It was previously held by VCCP Media.
David Meliveo, the head of marketing and promotions for Royal London’s consumer division, said: "The animated style of this advert is a step change for our product marketing. This new approach allows us to continue the work we started last year to firmly establish Royal London as a leader in the busy over 50s protection market."