Clerical Medical drops married couple to update brand's image

Clerical Medical has ditched its vicar-and-doctor married couple after three years and introduced a new creative strategy in a bid to modernise the brand.

Partners BDDH has replaced the couple with a campaign claiming that Clerical Medical customers can enjoy themselves in the present because they are confident that their longer-term future is secure.

The agency has created two 30-second TV executions that show people confidently wasting money. "Snooze" shows a man in bed ignoring his early morning alarm clock and enjoying a relaxing lie-in. "Taxi" shows a woman attempting to cross a busy road, but with little success. Eventually she gives up and hails a taxi, which makes a U-turn across the road to deliver her to the other side.

The old strapline, "The choice of the professional", has been dropped in favour of: "Plan for tomorrow. Live for today."

The campaign breaks on 7 March on national TV. The art director was Steve Back and the copywriter was Murray Blackett. The campaign was directed by Daniel Barber through Rose Hackney Barber. BBJ is handling the media planning and buying.

Partners was responsible for creating the vicar-and-doctor couple who went through the various stages of life, including parenthood. They replaced a series of characters who would be affected by an investment with Clerical Medical. One ad showed a young boy running around his house, while the voiceover said he was going to be a marine biologist.

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