Cilla stars in new TV ad for LV

From: LV=
Published: Fri Jul 18 2008

Insurance and investment group LV= has launched its second TV advertising campaign to promote its ‘50 Plus Plan’ with legendary singer and Blind Date star Cilla Black.

The new TV advertisement was created by marketing agency ‘redtag’ and hit the nation’s screens on 14th July, promoting the LV= life insurance policy.

The new LV TV advert has been developed with the LV= brand and its green heart brand icon at the heart of the concept. It shows Cilla walking through a park on a summer’s day, surrounded by families and people enjoying time with their loved ones. The theme of the advertisement is to ‘look after what you love’.

Heidi Welch, Director of Direct Distribution for LV=, said: "We received such a positive response to our first campaign featuring Cilla last year. We believe that she is the ideal figure to connect with people facing retirement, and get across our message on the importance of looking after families financially. We are pleased that the new advertisement demonstrates so clearly that protecting families is at the heart of our business."

Launched in October 2004, the LV= 50 Plus Plan is aimed at 50 to 80 year olds. The life assurance policy provides guaranteed cover with a cash lump sum payable on death, without the need to answer any health questions. Cilla first became the face of the advertising campaign in June 2007 and LV= is currently donating £1 to her chosen charity WRVS* for every new 50 Plus Plan taken out during 2008.

Kevan Kelsey, Creative Director at redtag, said: "Instead of producing another nostalgic advertisement, we wanted Cilla surrounded with families in the present day. We also introduced the LV= green heart brand icon throughout the advertisement in line with the new branding and other LV= advertising campaigns. It was great to have Cilla back in the new advertisement - a true professional as always."

The advertisement will air on terrestrial, satellite and cable channels.

* Formerly known as the Women's Royal Voluntary Service, it officially changed its name to WRVS in 2004.

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Notes to editors:

About LV=
LV= is a trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies. The new LV= brand identity was launched in March 2007.

LV= employs over 2,500 people, serves more than 2.5 million customers and members, and manages around £8 billion on their behalf. LV= are also the UK’s largest friendly society and a leading mutual financial services provider, including banking, life insurance and investments services.

LVFS is authorised and regulated by the Financial Services Authority and entered on the Financial Services Authority Register No. 110035. LVFS is a member of the ABI, AMI, AFS and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.

The 50 Plus plan is provided by Liverpool Victoria Life Company Limited registered in England No. 597740, authorised and regulated by the Financial Services Authority, entered on the Financial Services Authority Register, No. 110423.
Company: LV=
Contact Name: Lucy Pope
Contact Email:
Contact Phone: 01202 502 204

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