Old Mutual introduced a new product called the Integrated Wealth Planning Offering and briefed FCB advertising agency in Johannesburg to develop a campaign that would depict their company as an ideal investment opportunity for high net-worth individuals.
So FCB had the task of resolving the problem of how to maintain an affluent lifestyle today, while still planning and saving for your future. They then launched the TV advertisement titled, ‘How much is enough?’ How much do I need to save today to still enjoy my life in the present moment and reap benefits for the future?
The advert is narrated throughout, by the man depicted as the Old Mutual client. The man is showed to work hard, but still enjoy holidays with his wife, sweet moments with his children and the opportunity to provide tertiary education for them. The tonal aim of this ad is to integrate aspiration with empathy and it is executed well by the imagery of the family, the narrator’s tone of voice and the way they show success not only as a trip overseas on a yacht, but also in the way that his children jump happily on his bed in the morning.
Unlike other financial institutions who provide the standard private wealth promise of long-term benefits from your investments – Old mutual tries to highlight the idea that your investment with them (an experienced and acclaimed company) would not only benefit you when you are old and grey, but also while you are able to enjoy it with your family in the present.
The creative director Erin Brooks booked on the campaign to have a more “elegant execution than normal retail advertising” and this is visible in the cinematography of the advert – the lighting, the soundtrack and the filters seem lush.
The question of how much is enough? should resound throughout the consumer after watching this advert, and the repetition of this question, not only by saying it with words, but by emphasising it in the images should stay imprinted in the brain of the consumer – and I think they succeed in that.
[Reviewed by Marguerite Nel, a copywriting student at Red &Yellow School.]
Client: Old Mutual
Mokaedi Dilotsotlhe – General Manager: Marketing & Communication
Nandi Solomon – Marketing Executive: Old Mutual Wealth
Wynand Gouws – Head of Marketing: Old Investment Group
Lesego Mokau – Brand & Advertising Manager
Creative agency: FCB Joburg
Business Unit Director: Portia Tapfumaneyi
Account Director: Tanya Wilson
Executive Creative Director: Jonathan Deeb
Creative Director: Erin Brooks
Copywriter: Mohlalifi Lentsoane
Art Director: Kyra Antrobus
Strategic Director: Ryan Parkhurst
TV production: Vanessa Borthwick
Media planners: Andrea Leeuwner – Carat Media
Production companies: Egg Films
Post production: Left