Colonial First State to shed ‘fear’ retirement message with AC/DC soundtrack

Superannuation firm Colonial First State has turned to AC/DC and a strutting new retiree as part of a campaign to dispel the perception that post work years are dull.

Leo Burnett, the agency behind a new 30-second TV ad, said the creative is designed to demonstrate retirement should be approached with “freedom, not fear”.

The integrated campaign includes digital, radio and content marketing.

The TV ad shows an employee throwing retirement gifts in the bin and shunning the hand shake of a colleague before discarding his tie and striding from the building. It is set against the AC/DC track, Thunderstruck and carries the strapline Be Ready for Next.

Colonial First State general manager Linda Elkins said retirees are faced with too many negative messages which play on people’s “fear and uncertainty about retirement”.

“There are too many prompts to shock people into using a product or service by making them feel uncomfortable about what’s ahead,” she said.

“Colonial First State believes people can feel confident about re-imagining their retirement. They are living longer, healthier lives and they can see retirement as an opportunity to follow their passions and aspirations.”

Leo Burnett co executive creative director Grant McAloon said: “Retirement has spent too long being pigeonholed as a predictable end. This campaign shows you can actually look forward to an exciting, unconstrained new beginning, the ‘next’ stage in your life.”

Leo Burnett creative director Scott Huebscher described AC/DC’s Thunderstruck as the perfect track to complement the ad.

“It encapsulates the confidence our hero feels inside, while rallying against the notion of having a boring, inactive retirement,” he said. “Retirement is when you’re truly free.”


Leo Burnett

Chief Creative Officer: Andy DiLallo

Creative Director/Writer: Scott Huebscher

Creative Director: Pim Van Nunen

Senior Art Director: Nils Eberhardt

Lead Broadcast Producer: Renata Barbosa

Group Business Director: Belinda Drew

Business Director: Samuel MacDonnell

Business Manager: Erin Morrey

Strategy Director: TC Miles

Scoundrel Films

Director: Tim Bullock

Executive Producer: Adrian Shapiro

Editor: Adam Wills

Grade: Andy Clarkson – Method Studios

Post Production: Cutting Edge Sydney

Sound mix: SongZu

Music Licensing: Music Mill




Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.