LV= launches new 50 plus life cover advert

Insurance, investment and retirement group LV= has launched a new TV advertising campaign to promote its ‘50 Plus life cover.'

The new advert, by creative marketing agency ‘redtag', features grandparents reminiscing at their favourite beauty spot. The advert highlights the importance of family and life events and how important it is to plan for the future.

Geoff Bates, LV= life and pensions marketing and brand manager, said: "Our new advertising campaign is a more uplifting take on the nostalgia that we associate with selling these types of products. We get a lot of feedback from our customers on the reasons why they take out a 50 plus plan, and we've developed our new advertising campaign to reflect this. We are pleased that the new advertisement demonstrates that protecting families is at the heart of our business."

Launched in October 2004, the LV= 50 Plus plan is available to 50-80 year olds, living in the UK. The life insurance policy provides guaranteed cover with a cash lump sum payable on death after one year of the policy being in force, without the need for a medical or answering any health questions.

Kevan Kelsey, creative director at redtag, said: "It's a new approach that takes the tried and tested formula we know customers like and uses it in a sensitive and poignant way."

The advertisement, which previewed on Facebook and YouTube in December 2010 launched on terrestrial, satellite and cable channels in January 2011.

The advert can be viewed at lv.com/lifeinsurance/50plus/tv-advert.