A montage of kids “torturing” their parents – breaking things, destroying furniture, ruining sleep, needing carpooling to parties – because that’s what kids do. Where is this commercial going? That’s the beauty of M&C Saatchi UK’s campaign for The Department for Work and Pensions (DWP), apart from its relatable humour. It goes to an unexpected place. It reminds grown-up children that they probably owe their parents a favour, and telling parents they could increase their pension is one.
The campaign, Credit where credit’s due, aims to increase Pension Credit uptake across the UK, encouraging younger generations to prompt their parents to check their eligibility for Pension Credit, a benefit that could provide pensioners with an additional average income boost of over £3,900 annually.
M&C Saatchi was given the job of creating a compelling set of campaign messages, a core proposition, and an enduring creative approach to drive action and significantly increase the number of eligible individuals claiming Pension Credit. This has become even more important given the current tough economic conditions . It’s estimated that there are up to 760,000 households entitled to, but not claiming, Pension Credit, and many eligible pensioners remain unaware of the benefits it provides.
The 30-second hero film was directed by Tony Barry for Knucklehead. The campaign is running across TV, radio, out-of-home, social and digital channels.
Andy Corcoran, deputy director, head of marketing, Department for Work and Pensions, stated, “Right from the outset the team at the DWP had a laser focus on ensuring memorability through creative cut through. We hope this campaign will resonate with families and prompt important conversations that could significantly improve the quality of life for many pensioners. We want to ensure that those eligible for Pension Credit don’t miss out on support that could make a real difference.”
Jo Bacon, Group CEO, M&C Saatchi UK, added, “At M&C Saatchi, we pride ourselves on creating campaigns that not only address societal challenges but also resonate culturally to drive real impact. Credit where credit’s due reflects our commitment to using the power of creative storytelling to spark important conversations and bring about change. We hope this campaign encourages families across the UK to take a simple but vital step in helping loved ones secure the support they deserve.”
Guy Bradbury, creative partner, M&C Saatchi UK, concluded, “Our parents have done so much for us over the years, so having the Pension Credit conversation with them is the least we can do. This humorous campaign invites the audience to think back on all the ways their parents were there for them, from the 80s to today. It’s a reminder that a small conversation can make a big difference. To bring this idea to life, we crafted every detail with care, from the pebble dash to blackboards, from hairstyles to floor tiles. Every item was selected to evoke the memories and emotions that connect us to our parents. It’s about making that connection tangible and encouraging people to take action.”
Credits:
Creative Agency: M&C Saatchi UK
Creative Partner: Guy Bradbury
Creative Directors: Sam Turk & Paul Robbins
Senior Film Producer: Dale Chapman
Head of Strategy: Sophie Lean
Senior Strategist: Maya Rampal
Client Partner: Clare Richardson
Account Director: Isabella Forbes
Senior Account Manager: Jami Bett
Head of Design: Andy Harris
Project Director: Verity de courcy Norman
Director: Tony Barry
Production House: Knucklehead
Producer: Francis Mildmay-White
Editing: Whitehouse Post
Offline Editor: Sam Gunn
Edit Producer: Ella Sedgewick
Post Production: Electric Theatre Collective
Colourist: Luke Morrison
Producer: Rosie Corbett
Sound: No.8 London
Sound Engineers: George Castle & James Everett
Sound Producer: Karen Noden
Media Planning: Wavemaker
Media Buying: OmniGov
