J.Walter Thompson London: Legal & General gets that dreams don’t die because you’re getting older

J. Walter Thompson London has found an ambassador for those in their 60s and 70s. He’s the cheeky frontsman of a punk band with an enthusiasm for life and ambitions to conquer.

He’s the central character for Legal & General in JWT London’s first campaign for Legal & General’s Lifetime Mortgage product.

The hero TVC was created with JWT London’s in-house production studio, PACE, and the full campaign also includes press, direct mail, social activations. The TVC redefines what ambition means to people in their 60s & 70s by telling the story of a Punk who released equity from his house in order to pursue his dream of getting his punk band back together and going on tour.

David Masterman, creative director at J. Walter Thompson London, commented, “Later life has changed. The 20 year olds who bought God Save The Queen when it came out, are 60 now. And while they may have lost some hair, they haven’t lost their ambition or attitude.”

The brief was to broaden the appeal of lifetime mortgages and get more people to consider using their home to fund their retirement. To do that, the agency had to show an understanding of 60 to 70-year-olds and motivate them to enjoy life to the full and pursue personal ambitions, whatever they may be.

The key insight behind the creative was that older people feel “it’s not about the numbers, it’s about attitude,” a finding taken from the latest JWT London Innovation Group Elastic Generation report. The research in the report found that people in their 60s and 70s are an active group with ambitions very much intact – and that a lack of funding can often curtail these ambitions.

Andy Humphreys – marketing director, individual retirement at Legal & General, commented, “When talking to our target customers, it’s clear that they don’t see themselves as ‘old’ and there is no such thing as a typical retirement anymore. Pete and his wife aren’t ready to slow down just yet. We want to help more people like them release money tied up in their home so they can afford the retirement they’ve been looking forward to.”