Euro RSCG Wnek Gosper takes a humorous look at the drawbacks of
spontaneity in a pounds 2.5 million campaign for Abbey National’s new
The ad is the latest execution in the ’Because life’s complicated
enough’ series, which stars the comedian, Alan Davies. It shows how
Abbey National’s pension gives customers the flexibility to stop, start
and vary payments whenever necessary.
The film, which breaks on TV on 6 September before rolling out in
cinemas, shows how Davies was able to take a short foreign holiday by
suspending his pension payment for a month.
However, spontaneity is seen to have its pitfalls. Davies is pictured
sitting on a damp Finnish dockside and eating chips while attempting to
have a conversation with a Finnish fisherman.
’So I skipped a month’s pension payment and took the cash. I just stuck
a pin in a list of countries and here I am in ...’ Davies says.
’Finlundt,’ the fisherman interjects. ’What’s the point of having a
flexible pension if you can’t be spontaneous?’ Davies asks his new
friend, who only smiles uncomprehendingly.
Enda McCarthy, group account director, said: ’Pensions are a
low-interest product that are sold not bought, not least of all because
people are afraid of getting locked into something they have no control
over. We are trying to inject some warmth and humour into this arid
The film was written by Dominic Gettins and art directed by Olly Caporn.
It was directed by John Lloyd through Spectre.
Media planning and buying are by Carat.