- HHCL & Partners, together with its affiliated media strategy agency Michaelides and Bednash and its communications consultancy, In Real Life, have unveiled the first advertising for life and pensions company Pearl since winning the business last March.
The £5 million TV and press campaign bluntly addresses the stark truth that it's now up to each individual to sort out their own pension.
The first execution entitled "outlive" opens with a middle-aged woman sitting on the side of an outdoor swimming pool. She turns to the sprightly man next to her -- who turns out to be her father. Embarrassed, she blurts out a question that has been weighing on her mind: "I don't know how to put this... do you want to be cremated or buried?"
The man laughs, asking: "don't I have to drop dead first?" "Anyway," he adds, "it's not me you need to watch, it's you." The woman looks aghast. He continues: "If you are anything like me you'll live to a ripe old age. Don't expect your kids to look after you. You can't rely on me pegging it first."
The other three ads in the series address similar worries with young children worrying about the state of their parents' finances. In one execution, a father cadges £1 from his small son to pay for some fish and chips. The little boys lectures his dad in an aggrieved tone: "Whaddaya like Dad? I can't bail you out forever you know."
Amanda Manor, the HHCL account director on Pearl, said: "More than 50 per cent to the country don't have a pension other than the Government one It's about waking up to the new reality. That it's up to you."
This is the first external communication created by the three agencies for Pearl since winning the business. For the past year, they have been developing an internal marketing communications strategy which has included overhauling the company's logo and literature and also creating events such as building themed rooms at Pearl's Peterborough offices and organising a day out for the company's administrative staff to meet customers.