Scottish Widows: watch the return of the hooded woman

Scottish Widows has returned to TV with a campaign featuring its iconic hooded woman, as the Lloyds Banking Group-owned pensions and investments provider looks forward to its 200th anniversary next year.

The campaign, created by 101, kicked off last night with a TV spot called "life feels better when you have a plan". The spot aims to address the shortfall between expectations and reality experienced by people who do not save enough money for their retirement.

Alongside the hooded woman, the ad stars real people from across the UK, including a fisherman in Hastings and a ballet teacher in East London, in a bid to demonstrate that people from all walks of life will feel better if they have planned for their retirement.

At 101, the creative director was Simon Schmitt, the copywriters were Augusto Sola and Philip Kitching and the art director was Tanya Holbrook. Leila and Damien de Blinkk directed the ad through Wanda Productions.

The campaign, which was planned and bought by MEC, also includes eight online films, outdoor, press, digital, other marketing materials, and media partnerships.

The creative framework for the new campaign and look was devised in collaboration with the creative engagement agency Rufus Leonard.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published