Standard Life unveils pounds 10m branding burst

Standard Life introduces the British public to James, a 14-month-old talking baby, in a new pounds 10 million advertising campaign which launches next week.

Standard Life introduces the British public to James, a

14-month-old talking baby, in a new pounds 10 million advertising

campaign which launches next week.



The work is the Leith Agency’s first since it won the account from

Faulds Advertising last December. The campaign uses the idea that was

presented in the pitch against WCRS, BMP DDB, Publicis and Young &

Rubicam.



The first of three commercials introduces James who, through the magic

of post-production, is able to talk to his father. In an everyday

domestic scene set around the kitchen table one morning, the baby

responds to comments on Standard Life that his father is reading aloud

from the paper.



Standard Life is committed to spending pounds 10 million a year for the

next three years and will reveal further executions featuring James

later in the year. The first spot, called ’incredible’, focuses on the

size of Standard Life’s assets. Two further commercials will touch on

the importance of independent advice and the benefits of mutuality.



Pam Hyder, the advertising manager for Standard Life, said ’wonderful

life’, the campaign launched by Faulds in 1991, raised awareness of the

Standard Life name but did not communicate the company’s core

propositions. ’Standard Life has a very strong brand in the independent

financial advisory market, but when it comes to the general public we

are not so well known.



’The market is becoming increasingly competitive so it will be those

with strong consumer brands that are more likely to succeed,’ she

said.



The campaign was written by Ben Friend, art directed by Simon Brotherson

and directed by Sam Miller - who directed the BBC 2 series, This Life -

through Mallinson Television Productions. Media is by Feather

Brooksbank.



John Rowley, the managing director of the Leith Agency, said: ’The

simplicity of the idea will be very effective in communicating specific

messages about Standard Life to the audience.’



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