Old Age Punk Gets a New Lease on Life in New Campaign for 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 and 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 60s and 70s are an active group with ambitions very much intact, although it was discovered that a lack of funding can often curtail these ambitions. 

The TVC redefines what ambition means to people in their 60s and 70s 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. 

David Masterman, Creative Director at J. Walter Thompson London said: “Later life has changed; The 20 year olds who bought God Save The Queen when it came out, are 60 now. And whilst they may have lost some hair, they haven’t lost their ambition or attitude.”

Andy Humphreys, Marketing Director, Individual Retirement at Legal & General said: “When talking to our target customers, it’s clear that they don’t see themselves as ‘old’ and there is no such thing as a typical retirement anymore. Pete and his wife aren’t ready to slow down just yet. We want to help more people like them release money tied up in their home so they can afford the retirement they’ve been looking forward to.”