Lloyds Banking Group pensions specialist Scottish Widows is returning to TV for the first time in seven years, with a new ‘widow’, the fourth model in the brand’s history.
Launching in February, the company says the ads will reveal a new fresh and modern look. The model – Amber Martinez – will don the Widow’s trademark cloak, which has been given a couture makeover by designer Stevie Stewart.
The TV ad, devised by agency 101 London, is part of an integrated marketing campaign in the run up to the brand’s 200th anniversary next year.
Scottish Widows was established in 1815 as a general fund for securing provisions to widows, sisters and other females during the Napoleonic War. The widow was first introduced in 1986, with Roger Moore’s daughter, Deborah, in an ad shot by David Bailey.
Scottish Widows chief executive Toby Strauss said: “The significant investment in our brand demonstrates our continued commitment to be a leader in the life planning and retirement market providing flexible solutions to help all of our customers plan for a secure future. Scottish Widows has 200 years of history behind it but has always been very forward looking and the launch of a new Widow signals a new and exciting phase in our journey.”
