PensionStore makes fun of the small print

Court Burkitt and Company launches PensionStore this week with a pounds 5 million campaign that aims to make the new company a major player in the UK market.

Court Burkitt and Company launches PensionStore this week with a

pounds 5 million campaign that aims to make the new company a major

player in the UK market.



A series of seven TV ads breaks this week alongside a national press

campaign, all bought by Court Burkitt. The ads emphasise the

accessibility of PensionStore, which sells pensions either directly by

telephone or through an employer.



The creative work makes a feature of the small print that must accompany

all financial services advertising, by highlighting its meaning and

purpose in a humorous way. The comedian, Paul Shearer, dramatises

different aspects of PensionStore’s service, such as the opportunity to

take a ’holiday’ from payments at certain times.



Hugh Burkitt, the chairman of Court Burkitt, said: ’The advertising

conveys the message that PensionStore is easy to deal with, because all

you have to do is pick up the phone and speak to someone who talks a

language you understand, as opposed to a lot of boring jargon you

don’t.’



PensionStore advertises itself as a service that is low cost, involves

no pressure selling or commission, and is completely flexible for each

individual.



The campaign was written by Mike Court and art directed by Nick

Scott.



The ads were directed by Simon Delaney through D-Films.