Live five years longer when you have Vitality insurance. That bold promise is hard to resist. VCCP’s new campaign for life insurance brand, Vitality, brings to life data that shows how you can live for up to five years longer when you have Vitality insurance.
The campaign, Life’s Pretty Good, sets Vitality apart from competitors by redefine what life insurance can do for people, offering not just protection but a pathway to a longer, healthier, and more fulfilling life. It challenges the traditional perception of life insurance as a distant safety net, demonstrating instead how life insurance can become an active tool for improving everyday life.
The campaign that sits within the brand’s, Move Forward with Vitality platform, is led by a 30-second TVC featuring Stanley, the charismatic dachshund who has been the face of Vitality’s advertising campaigns for the past 10 years, who takes viewers on a feel-good journey, directed by Jim Gilchrist.
The new commercial’s promise that “you can live up to five years longer with Vitality*” comes from the findings of a comprehensive study spanning seven years, from 465,000 Vitality members. The study, peer-reviewed by the London School of Economics (LSE), looked at the impact of going from an inactive lifestyle to an active one, finding it could reduce their mortality by up to 57%, which is equivalent to increasing their life expectancy by up to five years*.
Since the launch of Move Forward with Vitality in October 2023, the campaign has driven significant business success, recently winning best financial services campaign at the Marketing Week Awards 2024. Since the campaign launched, Vitality has increased brand trust by 11ppt, and in the first 6 months after launch, more than doubled the number of additional lives covered than in the previous year’s same period.
VCCP’s global content creation studio Girl&Bear commissioned production company, Rattling Stick, to produce Life’s pretty good, with media led by Walk-In Media. The campaign will run across the UK throughout 2025, on TV, OLV, cocial and radio.
Liam Wilson, creative director at VCCP, commented, “Cruising with the top down, sound up, bopping his head to his favourite tune – Stanley the Dachshund is absolutely loving life babe. Who wouldn’t want 5 more years of that? Sign me up.”
Credits
Client: Vitality
Advertising Agency: VCCP
Creative Director: Liam Wilson
Associate Creative Directors: Jake Fisk, Danny Symes
Managing Partner: Oliver Lewis-Barclay
Account Director: Charlie Fry
Senior Account Manager: Michelle Weekes
Account Executive: Hakim Coulibaly
Planning Director: Dan Brown
Agency TV Producers: Ben Exley, Laura Cooper
Agency Creative Producer: Sally Pendleton
Media Buying Agency: Walk-In-Media
Production Company: Rattling Stick
Director: Jim Gilchrist
Editor: Ed Cheesman
Executive Producer: Stuart Bentham
Producer: Tex Travi
Post-Production & Audio Post: Creative Outpost
Post Producer: Caroline McNulty
Colourist: Alex Nerzic
Sound Engineer: Alex Wilson-Thame
*Based on members who move from 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates. Statistic refers to average increase in life expectancy.
