Superannuation advertising is stuck in the future, all about aspirational dreams of what life will be then with standard footage of retirees. MLC wants Australians to realise that their futures aren’t handed to them twenty years from now – they take a lifetime to build. Independent creative company, Princess, has made brilliant use of the classic celebrity endorser (in this case, Matt Berry – cult comedian, voice of the internet, patron saint of gravitas) to make that clear.

The commercial, directed by FINCH director, Alex Roberts, opens with the attention-grab statement, “MLC doesn’t care about the future”.

Princess’ new brand platform reflects MLC’s unique position in the market – expertise across super, retirement, investments and advice working in sync to support Australians building wealth day by day, decision by decision. 

“This relaunch is about more than a campaign. It’s about reframing how Australians think about super and retirement. Our brand platform, A Lifetime in the Making, captures MLC’s long-term commitment to helping people unlock their potential, every step of the way,” stated Renee Howie, chief customer officer at MLC.

For Princess, the independent creative company founded in 2025 by Beth O’Brien, Cameron Bell, Sam Dickson and Jonny Berger, the campaign is a defining early engagement. “MLC asked us to help relaunch their iconic brand with a platform for the future. A Lifetime in the Making gave us the foundation to be bold, to break clichés, and to create a disruptive campaign that looks to challenge category conventions and reframe the meaning of retirement,” the Princess founders commented. “Having Matt Berry employ his wry wit and pitch perfect delivery to land the campaign’s message has been incredible. It’s all been created in true partnership with the great team at MLC, and we’re looking forward to building on the platform together well into the future.”

The full campaign covers TV, cinema, online video, radio, OOH, digital and social.

Credits
Client: MLC
Chief Customer Experience Officer: Renee Howie 
General Manager, Brand: Wylie Fowler
Senior Manager Brand Advertising & Media: Dennis Poropat
Head of Creative, Social & Content: Brittany Kettlewell
Senior Marketing Manager Acquisition & Member Welcome: Josie Taylor
Senior Media Activation Manager: Justyna Zawadzka

Strategy and Creative: Princess – A Creative Company
Producer: Renata Barbosa
Comms Strategist: Jarryd Patel
Business Lead: Cece Chieng

Media Strategy & Buying: Kaimera

Production Company: Finch Company
Director: Alex Roberts
Managing Director & Executive Producer: Corey Esse
Producer: Nikki Walker
DoP: Andy Commis
Production Designer: Neville Stevenson
Costume Design: Paula Ryan
Casting: Citizen Jane Casting

Editing: The Editors
Editor: Ryan Beck
Executive Producers: Nicoletta Rousianos & Rita Gagliardi
Grade: Ben Eagleton
Post-Production: Blockhead VFX
Original Composition & Sound Post-Production: Sonar Music