Government pension guidance service Pension Wise has launched a tongue-in-cheek campaign with comedic companions David Baddiel and Frank Skinner.
“It’s great to work with Frank again, even on something where the basic message is ‘we’re old’.” – David Baddiel
The campaign, which launched on the 30th March, brings the comedians together on TV again and aims to get people thinking about pensions with a witty fly-on-the-wall style dialogue. The creative encourages adults over 50 years old to find out about their pension options.
Sky Media was selected as the media partner to create and launch the two 30-second TV commercials which are currently being aired across Sky Media’s portfolio of 150 channels which includes all of Sky’s well-known channels as well as other famous brands including Channel 5, Discovery, Universal and Fox. The first few spots launched during Sky Arts’ Portrait Artist of the Year, which is presented by Frank Skinner. The creatives, which were developed by creative agency Recipe, will air until 30th April.
The campaign will also be delivered via Sky’s Addressable TV service Sky AdSmart, which will specifically target relevant age and demographics that match Pension Wise’s ideal audience.
Sky Media won the Pension Wise brief following a competitive pitch positioning its comedic talent and breadth of channels as key ways in which to drive audience engagement with the brand. Carat was responsible for the media buying for the campaign, and Wavemaker handled media planning. See a making of the promo with David and Frank below.
“With great comedic talent, we’ve been able to inject humour into the typically dry subject of pensions to make this important issue relatable to the right audience. TV gives the scale and trusted environment Pension Wise need to build their brand – and Sky AdSmart delivers robust targeting to ensure the over 50s get to know the Pension Wise brand.” – Duncan Wynn, Sales Director at Sky Media