SunLife carves out over-50s appeal
In a week filled with over-50s-aimed ads, TBWA London’s Sunlife campaign is solid.
SunLife has unveiled a new advertisement detailing a character's unexpected woodworking hobby, reinforcing the brand's message of embracing life after 50.
Plot of the advert
The commercial features ‘that bloke from The Office’ (Howard Saddler) in his early 50s: an era in which he’s taken up woodworking. His initial projects include crafting simple items like a wooden dog carving. However, his enthusiasm escalates when he begins constructing a coffin, much to the chagrin of his long-suffering wife.
She wryly comments on the premature nature of his latest project, adding a layer of humour to the narrative. The advert concludes with the tagline "Welcome to life after 50", highlighting SunLife's brand USP.
SunLife shines on
In recent years, SunLife has launched several notable campaigns aimed at the over-50s demographic. One of its largest series features television personality Carol Vorderman, who appears in scenarios that challenge stereotypes associated with aging.
In a 2019 advert, Vorderman is seen wielding a chainsaw to remove a 'For Sale' sign from a neighbour's garden, symbolising empowerment and active living in later years. This campaign, developed by SunLife's marketing director Ian Atkinson and produced by Happy Hour, underscores the brand's dedication to portraying life after 50 as vibrant and full of potential.
Our Take
Pitching life insurance while not being patronising, morbid or out of touch is a finer line than you might think. But, SunLife’s depiction of a man prematurely building a coffin serves as a lighthearted reminder to focus on living fully rather than dwelling on the inevitable. The inclusion of the long-suffering wife adds a relatable dynamic, too, but overall, you have to admire the protagonist for dabbling in a few new hobbies.
The advert resonates with the over-50s demographic by encouraging them to embrace new experiences and maintain a sense of humour as they navigate this stage of life.
Credits
Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creative Director: Matt Swinburne
Creatives: Freddie Mickshik & Beck Dunn
Senior Broadcast Producer: Megan Sutton
Strategy Director: Laura Kirkby-Jones
Business Director: Will Hunt
Account Manager: Yashika Jain
Production Company: SMUGGLER
Director: Freddy Mandy
Production Company Producer: Neil Andrews
Production Manager: Rachel Donson
Executive Producer: Tom Knight
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