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Ads update cleric and medic theme

Clerical Medical&#39s antiquated doctor and vicar pairing are to be dragged into the new millennium in the life office&#39s latest ad campaign.

The 21st Century versions of the cleric and medic replace the Regency gentlemen with a professional couple in their 30s. As part of the modernisation, the vicar is a woman.

The campaign will drive home the message that consumers should seek financial advice from an IFA.

The updated characters will be introduced in a series of national TV ads to be shown for four weeks from August 14. A poster campaign will also be released before the TV ads are replayed in November.

The ads will show the couple making decisions about their future and retirement.

The life office is hoping that Paul, the doctor, and Kate, the vicar, will become instantly recognisable and associated with the Clerical Medical brand.

The doctor and cleric characters first appeared in the company&#39s TV commercials nearly 10 years ago.

The new ads aim to sell the message that Clerical&#39s flexible products can accommodate people&#39s differrent lifestyles.

Clerical Medical head of marketing communications Martin Finch says: “We have committed substantial spending to this campaign. This exciting and modern consumer branding will be integrated into everything that Clerical Medical does.

“IFAs and consumers can expect to see the cleric and the medic on our product literature from the end of September.”

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