Three celebrities from Britain’s baby boomer generation - Amanda
Burton, Tom Bell and John Peel - feature in a new advertising campaign
by the Equitable Life.
Breaking on 1 February, the ads, created by TBWA GGT Simons Palmer, aim
to capitalise on the fact that the Equitable Life has mutual status and,
therefore, no drain on its finances from shareholders.
’Are your pension charges too high?’ enquires Burton, the star of TV’s
long-running Silent Witness.
Burton goes on to explain how middlemen are involved with most pension
companies and finally asks: ’Who should profit from your pension?’
The theme of lower charges is taken up by Bell, famous for his
appearances in the crime thriller, Prime Suspect.
’Who should profit from your pension? How much are you paying in pension
charges?’ he asks.
Finally, the veteran DJ, John Peel, adds his weight to the pension
Peel is shown eating a fry-up in a cafe.
’I’ve been thinking about pensions, which is something I’ve got to put
up with,’ he says. ’Some pay part of their profits to shareholders,
which is something I don’t have to put up with.’
All executions bear the endline: ’It’s question time, the Equitable
New PHD is handling the media on the pounds 3.5 million campaign, which
was shot in black and white by Gregory Rood at the Paul Weiland Film
The ads were written by Dave Woods and art directed by Pete Harle at