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.”
Credits:
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
Great spot, it would be a whole lot better without the VO, zzz.
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exquisite timing, Colonial First State
Interest rates are at historical lows, cutting the retirement income of millions of people. Share offer more hope, but look expensive and due for a crash.
It’s Budget night, and of the 80% of people over 65 receive at least a part age pension from the Government, 250,000 of them are about to have their payments cut or stopped completely
An industry body estimates this will add $130,000 to the cost of retirement
But let’s pretend none of this is a cause for concern
Let’s pretend that retirement is about beaches, convertibles and travelling the world
Let’s pretend that retirees are so foolish that they’ll buy into this imagery….and that they’ll believe we can deliver all this, despite not actually giving them a reason for thinking that…
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Sammy – the changes will provide a significant boost to the retirement savings of hundreds of thousands of people.
The proposed changes to the pension asset test – which will benefit less well-off pensioners but tighten the eligibility for pensioners with higher assets – are a welcome alternative to the Government’s previous plan to change the pension indexation rate.
So given what side of the income spectrum you fall on this budget can also be seen as quite liberating for many. Therefore making the ad perfect timing…
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Absolutely brilliant. I loved it and my five year old next to me loves it and can’t stop watching it!!!! Amazing. Best ad I’ve seen in ages!
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