Today, Royal London - the UK’s largest mutual life, pensions and investment company - begins a dramatic new TV campaign to promote its ‘no nonsense’ Royal London Life Insurance, direct to consumers. 

A new commercial, created by VCCPme, continues Royal London’s ‘We’re So Yesterday’ campaign with Roy, the time-travelling hero. This time we meet him as a Victorian dental assistant, highlighting that “being from the olden days, Royal London knows some things can be more painful than necessary”.

The media activity, which has been developed with Sky Media, starts on 11 May and runs for three and a half months across Sky AdSmart and Sky Media channels. The partnership sees Royal London committing a six digit sole investment to Sky Media.

David Meliveo, Head of Marketing and Promotions for Royal London’s consumer division, said: “Purchasing life cover in the UK remains unnecessarily complex – from ‘quick quotes’ giving misleading prices, and lengthy application forms, to irrelevant medical questions. This thorny process often prevents people purchasing it, leaving many families unprotected. Royal London Life Insurance removes these barriers to offer a protection solution which is as painless as possible to buy. Our application form asks for minimum information and strips out meaningless, time-consuming questions; 76% of applicants only need to answer two quick medical questions and we promise to stick to the price we quote from the start.”

Steve Mattey at VCCPme, said: “We’re absolutely thrilled with our latest Life Insurance ad for Royal London. We’ve been able to bring to life both the product proposition and the company values in a highly creative way, whilst delivering charm and humour to one of life’s traditionally drier subject areas.”

Jonathan Robertson, Sky Media Head of Performance Solutions, said: “We are delighted to be partnering with a client that combines great marketing knowledge with a deep understanding of effective use of data, which has allowed us to develop a complex media plan built round a remuneration model that rewards success and aligns our interests perfectly.”