Sunlife, a 200-year-old life insurance brand historically known for ads featuring Michael Parkinson offering customers a free Parker Pen, needed a new platform to refresh its image and disrupt the insurance category. The industry typically uses dated clichés to depict an older target audience and relies on fear mongering to sell insurance plans.

TBWA\London identified an opportunity to transform this narrative. Research showed that happiness and satisfaction actually increase from the age of 50, as people have less to stress about. Moreover, a positive attitude towards aging can contribute to a longer life. This insight paved the way for a fresh, uplifting approach, moving away from fear-based tactics to celebrate the joy and positivity that come with age. 

TBWA\London created this campaign to emphasize one key element: confidence. SunLife’s Guaranteed Over 50 plans provide people with the assurance that their future is taken care of, alleviating worries about funeral costs and avoiding financial burdens on their families.

The campaign spotlights people in their 50s living life with newfound confidence, unburdened by worry, knowing that a vital part of their future, and the future of their family, is secure. This approach makes SunLife synonymous with enjoying older years with confidence.

Life insurance advertising often perpetuates ageism, treating people over 50 as “old people.” TBWA\London aimed to break through these clichés and negativity about age by showcasing ordinary individuals in their 50s who have made bold new life choices, thanks to the confidence instilled by their SunLife Over 50s plan. Knowing their future is secure, they are free to do something for themselves—like finally becoming naturists, regardless of what the kids think.