Legal & General


J. Walter Thompson London inspires those in their 60s and 70s to move forward with their life ambitions in their first campaign for Legal & General’s Lifetime Mortgage product.

The campaign includes a hero TVC created with JWT London’s in-house production studio PACE, as well as press, direct mail, social activations. The brief was to broaden the appeal of lifetime mortgages and generate incremental leads by getting more people to consider using their home to fund their retirement.

The campaign encourages 60 to 70-year-old viewers to enjoy life to the full and pursue personal ambitions, whatever they may be.

The key insight behind the creative was ‘it's not about the numbers, it's about attitude’, a finding taken from the latest JWT London Innovation Group Elastic Generation report, due to launch later this month. The research in the report found that people in their 60’s and 70’s are an active group with ambitions very much intact, although we discovered a lack of funding can often curtail these ambitions.

The TVC redefines what ambition means to people in their 60’s & 70’s by telling the story of a Punk who released equity from his house in order to pursue his dream of getting his punk band back together and going on tour.

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