HHCL uses blunt approach on Pearl life and pensions

HHCL & Partners, together with its affiliated media strategy agency, Michaelides & Bednash, and its communications consultancy, In Real Life, have unveiled the first advertising for the life and pensions company, Pearl, since winning the business last March.

HHCL & Partners, together with its affiliated media strategy

agency, Michaelides & Bednash, and its communications consultancy, In

Real Life, have unveiled the first advertising for the life and pensions

company, Pearl, since winning the business last March.



The pounds 5 million TV and press campaign, which breaks next week,

bluntly addresses the fact that it’s now up to each individual to sort

out their own pension.



The first execution, entitled ’outlive’, opens with a woman sitting on

the side of an outdoor swimming pool. She turns to the sprightly older

man sitting next to her - who turns out to be her father - and blurts

out a question: ’I don’t know how to put this ... do you want to be

cremated or buried?’



The man laughs, responding: ’Don’t I have to drop dead first? Anyway,

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.’



In another execution, a father cadges pounds 1 from his son to pay for

some fish and chips. The little boy 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 of 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.’