Royal London ‘We’re so yesterday’

Royal London has launched a major new Above The Line advertising campaign. Created by VCCP, the campaign, ‘We’re so yesterday’, celebrates the fact that Royal London has stood by its customers with the values the company was originally founded on back in 1861.

There are two 60-second TV ads which are fronted by a chap called Roy, a time-travelling narrator. He takes the viewer on a riotous romp through British history – through the good times and the slightly more hard-up, plaguey times. On the journey, we’re introduced to an eclectic mix of characters including Phlegmy Stu, Screaming Pauline and some gold-toothed rat catchers. Each of them helps reveal a little more of the Royal London story until we find ourselves back in the more familiar world of 2014. The message of the advert is that whoever you are and whatever financial times you are in, Royal London will stick by you.

The campaign also includes digital outdoor, press advertising and a take-over of the Bank Tube Station travelator. These channels tell the same story but with a different approach – representing Royal London’s age old values through a range of weird and wonderful iconic British characters, from sooty chimney sweeps to frilly collared Elizabethan royalty. Each image is shot in black-and-white adding to the striking visual effect.

VCCP Media is responsible for the media strategy and planning which includes TV, search, display, digital outdoor, specialist press and the take-over of the Bank Tube Station travelator. The agency was also responsible for brokering Royal London’s four-year sponsorship of One Day Cricket in England which sees the creation of the Royal London Cup.

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