Royal London builds on ‘We’re so yesterday’ with launch of new campaign

Building on their hugely successful ‘We’re so yesterday’ campaign, Royal London, together with VCCP and Starcom Mediavest Group (SMG), is set to release its latest instalment in Feb...

Building on their hugely successful ‘We’re so yesterday’ campaign, Royal London, together with VCCP and Starcom Mediavest Group (SMG), is set to release its latest instalment in February.

The two-month, six-figure campaign will run across cinema and online video platforms – the first time Royal London has employed either medium.   

The spot welcomes back Roy, the ever-sympathetic narrator, pictured once again making his way through the chaos of a burning village, candidly addressing the viewers on their pending mortality. Roy and his fellow medieval friends bring Royal London’s heritage to life, reminding its audience of the proud foundations upon which the brand was built, foundations that ensure “even if you die nowadays, Royal London will treat you and your family with the good old values of the past”.

Royal London continues to move beyond industry conventions both in its creative and media planning approach, as well as its product and service offering, which it continues to celebrate with the ‘We’re so yesterday’ campaign.

The spot will be released on VOD on 1st February and in cinemas on 5th February.

Emma Hill, Group Head of Brand and Sponsorship at Royal London, said:

“Since the Royal London brand launch in May 2014 we've seen impressive double digit growth in prompted brand awareness.  But we remain ambitious.  We are keen to bring our quirky creative advertising to channels we haven't used before in order to land our messages in a targeted manner whilst also delivering scale.  This joint campaign with VCCP and Mediavest signals the strong collaborative approach being taken by our two partner agencies.”

Steve Parker, co-CEO Starcom Mediavest Group, said: “This campaign is a great example of the superb collaborative working relationship between VCCP, Royal London and ourselves.

“Royal London’s presence across this dynamic media space will work effectively with VCCP’s standout creative execution and further demonstrates the client’s ambition to move into new spaces, reach new audiences while delivering entertaining content at scale.”    


For more information contact:

Bonnie Stuart, Senior Marketing Executive at VCCP, on or on 07984 613 922

Rupert Smith, Director of Communications, Starcom Mediavest Group: / 020 7190 8195 / 07580463275

Mona Patel, Group Head of External Communications, Royal London:, 020 7015 2525 / 07919 171 964


About Royal London

Royal London is the largest mutual life, pensions and investment company in the UK, with Group funds under management of £83.1 billion. Group businesses serve around 5.3 million policyholders and employ 2,958 people.  (Figures quoted are as at 30 September 2015).

More information at



About VCCP

VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels.

 With offices in Berlin, London, Madrid, Prague and Sydney, VCCP produces award-winning work for clients including O2,, easyJet, ING Direct and BMW Motorrad.


About Starcom Mediavest Group

Starcom Mediavest Group architects connected human experiences to create value for our clients through precision marketing, content and technology solutions. Ranked the number one global network by Ad Age, SMG partners with the world's leading marketers and more digital disruptor brands than any other agency network. With 8,000 employees and 110 offices worldwide, SMG's network includes our three agency brands Starcom, Mediavest and Spark; content brands LiquidThread, MRY and Relevant24; and ad tech units, RUN, Audience On Demand and more. In 2014, SMG ( was named the top media network at Cannes, Eurobest, Dubai Lynx and Festival of Media Global. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world’s leading communications groups.

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