Widows races ahead with new TV ads

The London 2012 Olympics advertising build-up begins in earnest on 4th March when Scottish Widows becomes the first UK sponsor to air a TV advert linked specifically to the Games.

The Olympic-themed 50 second advert, which will be aired first on ITV during a Champions League football match, features a cast of talented athletes as well as the iconic Scottish Widow, Hayley Hunt . The new campaign features impressive choreographed routines performed by London-based champion gymnasts Alex Jerrom, Tom Coull and Laura Hallett, who then morph into an image of the Widow.

The TV adverts are based on the brand colours of red, white and black and feature the well known Scottish Widows music. The link between physical and financial preparation is captured by the company's strap line 'Preparation is Everything'.

Mike Hoban, Customer & Brand Marketing Director of Scottish Widows says: "As the first 2012 Olympic Games sponsor to create a themed TV campaign, we wanted to make a dramatic impact. The adverts embrace a new creative concept for Scottish Widows and I believe the results are very stylised and sexy. We think they will really grab viewers' attention. Scottish Widows is excited to be associated with the Olympic Games and proud to highlight our collaboration in this campaign.

“As the UK's most trusted pension provider*, our sponsorship of London 2012 reinforces our leadership credentials and our commitment to investing in the future."

Director Giles Lovell-Wilson stated: "We wanted to engage viewers and emphasise the Scottish Widows sponsorship of London 2012. Our challenge was to bring Scottish Widows and the Olympics together and create a concept where the Scottish Widows brand is not bolted on, but an intrinsic part of the film. We believe we have achieved that" .

The TV advert will be also be aired on the following days during the shows detailed below:

4th March - CSI (Five)
5th March - Grand Designs (C4)
16th March - Dancing on Ice final (ITV1)
23rd March - Charlie and the chocolate factory (ITV1)
For more details of Scottish Widows’ London 2012 sponsorship visit: scottishwidows.co.uk/london2012

*IPSOS Brand Tracking Study March 2007.