Colonial First State to shed ‘fear’ retirement message with AC/DC soundtrack
Superannuation firm Colonial First State has turned to AC/DC and a strutting new retiree as part of a campaign to dispel the perception that post work years are dull.
https://www.youtube.com/watch?v=W40OFs3rQr8
Leo Burnett, the agency behind a new 30-second TV ad, said the creative is designed to demonstrate retirement should be approached with “freedom, not fear”.
The integrated campaign includes digital, radio and content marketing.
Great spot, it would be a whole lot better without the VO, zzz.
exquisite timing, Colonial First State
Interest rates are at historical lows, cutting the retirement income of millions of people. Share offer more hope, but look expensive and due for a crash.
It’s Budget night, and of the 80% of people over 65 receive at least a part age pension from the Government, 250,000 of them are about to have their payments cut or stopped completely
An industry body estimates this will add $130,000 to the cost of retirement
But let’s pretend none of this is a cause for concern
Let’s pretend that retirement is about beaches, convertibles and travelling the world
Let’s pretend that retirees are so foolish that they’ll buy into this imagery….and that they’ll believe we can deliver all this, despite not actually giving them a reason for thinking that…
Sammy – the changes will provide a significant boost to the retirement savings of hundreds of thousands of people.
The proposed changes to the pension asset test – which will benefit less well-off pensioners but tighten the eligibility for pensioners with higher assets – are a welcome alternative to the Government’s previous plan to change the pension indexation rate.
So given what side of the income spectrum you fall on this budget can also be seen as quite liberating for many. Therefore making the ad perfect timing…
Absolutely brilliant. I loved it and my five year old next to me loves it and can’t stop watching it!!!! Amazing. Best ad I’ve seen in ages!