Over-50s specialist SunLife has turned to New-Romantic-poster-boy-turned-actor Martin Kemp as its new brand ambassador to reinforce its “Everyday Confidence” strategy which was launched in 2025.
The company has continued to work with Adam & Eve/TBWA to ensure the new campaign remains consistent with the brand platform, which uses humour to empower customers to live life with confidence.
SunLife’s platform focuses on warm, human storytelling that champions those in later life feeling more confident due to making good choices for themselves and their families.
Kemp will front a series of ad campaigns. The first activity features the former Spandau Ballet star, who played on a string of hits including Gold, True and To Cut A Long Story Short, manning the phones in a call centre. It will run across TV, paid social and digital channels. Previous ambassadors have included Carol Vorderman and the late Sir Michael Parkinson.
The campaign was produced in partnership with Bristol-based production company Skylark Media.
It is hoped that Kemp’s personal experience of facing a serious health scare earlier in his life, and the shift in perspective that followed, will resonate with SunLife’s audience.
SunLife chief marketing officer Victoria Heath said: “Martin brings warmth, authenticity and real credibility to our brand. He’s someone who has thought deeply about his family, about planning ahead, and about what it means for them to feel secure.
“That sits right at the heart of our purpose, as we aim to give people over 50 the confidence they need to make good choices, for themselves and for the people they love.”
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