One of a selection of 30-second television commercial scripts...   Click on image for larger version.

Objective: To communicate a financial advantage derived when the experienced driver turns fifty.

Strategic consideration: A spokesperson and a tagline long associated with the broker must be integrated into creative targeted to new "over fifties".

Resulting creative strategy: Active and attractive over-fifties use a memorable, contemporary slogan to proclaim the advantage of their new status.

 
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