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 &
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
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
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.’