The Department for Work & Pensions and The Pensions Regulator personify workplace pensions as a giant furry monster in a new campaign urging people not to neglect their responsibilities.
Engine, which has been working with the clients since 2013, created the campaign. The TV spot introduces the pensions monster, which is shown wandering around a park and being ignored by small-business owners and employees alike as a voiceover explains the laws around the issue. The work was created by James Hodson and Jason Keet, and directed by Steve Cope through 2AM. Carat and Manning Gottlieb OMD handled the media buying and media planning respectively. It first aired on TV on 20 October.