Financial Services just got sexier

Two dramatic new film clips have been launched this week that elegantly integrate images of Olympic hopefuls with those of the famous Scottish Widow. The films, which form part of an online advertising campaign, celebrate the sponsorship collaboration between the Olympics 2012 and Scottish Widows.

The sensual and stylish films feature impressive choreographed routines performed by champion gymnasts Alex Jerrom and Laura Hallett, who then morph into an image of the Widow. The films link to an online competition to win an all expenses-paid trip for two to the Beijing Olympics 2008.

Mike Hoban, Customer & Brand Marketing Director of Scottish Widows says: “Frankly, financial services needs sexing up a bit, and these striking films really carve a new path in this sector of advertising.”

“I believe that our collaboration with the Olympics is perfect for the Scottish Widows brand. Firstly, it demonstrates to our customers that we understand that if you want to be successful in the future, you have to train now, and if you want a comfortable future tomorrow, you have to save today. The sponsorship also reinforces our leadership credentials by being associated with the biggest sporting event in the UK of our generation.”

“The linked online competition encourages direct interaction between Scottish Widows and the consumer; it will generate website interest and simultaneously encourage excitement around the 2008 Beijing Olympic Games.”

The film clips focus on the red, white and black brand colours of Scottish Widows and use a constantly moving camera angle to emphasise the fluidity of the athlete’s movements and the transition into the image of the Widow, as represented by Hayley Hunt.
Commenting on the film production, director Giles Lovell-Wilson stated: “Like top athletes, Scottish Widows knows that to be great in the future you have to prepare now. The brief was to engage consumers and independent financial advisers and let them know about 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 online film campaign runs throughout January and runs on a range of consumer sites such as The Times, The Guardian, The Telegraph, Virgin and Yahoo. The campaign is currently running on a number of IFA online sites, including Citywire, IFA online and Moneymarketing.co.uk.

To view the two films and to enter the competition, visit scottishwidows.co.uk. For more information about the Olympics sponsorship, visit scottishwidows.co.uk/london2012.