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
PensionStore advertises itself as a service that is low cost, involves
no pressure selling or commission, and is completely flexible for each
The campaign was written by Mike Court and art directed by Nick
The ads were directed by Simon Delaney through D-Films.