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
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.’