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LV '50 Plus Plan'

Agency: redtag

Client: LV=

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

The new TV advertisement was created by marketing agency redtag and was 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'.

Director of Direct Distribution for LV=, Heidi Welch, 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.  

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

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