BDDH will unveil an unusual pounds 2 million campaign for the
pension and investment specialist, Clerical Medical, next Monday.
Nine films will crystal-ball-gaze into the futures of three different
characters, each of whom is shown in the present day, while a voiceover
explains what the future holds for each of them. Because the future is
uncertain, and the campaign is designed to emphasise the flexibility of
Clerical Medical’s investments and pensions, the characters have been
filmed with three different lives ahead of him or her.
One film opens on the interior of a City office block. ’Alison Turner is
a silversmith,’ the voiceover says. As the camera travels down a dingy
corridor, it goes on to explain that Turner took a year out to study
jewellery design after her divorce and now works from her own studio in
’But Alison doesn’t know this yet,’ the voiceover adds as the camera
finally ends up in the office of a bored-looking woman, ’because she’s
still a recruitment executive in the City.’
Another commercial uses virtually the same footage, but describes a life
in which Alison and her husband start up a restaurant after having a
family, while a third depicts her as a tree surgeon in the Brazilian
Similar treatments are given to the future life of five-year-old David
Masterman and the middle-aged Peter Phillips.
In each case, all three versions will appear in and around the same
television programme, to give viewers the different outcomes in quick
Owen Lee was the copywriter and Gary Robinson the art director on the
campaign, which was directed by Anthony Easton at Stark Films. Media was
bought and planned by CIA Medianetwork.