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Clerical ad campaign looks to the long-term

Clerical Medical will be appearing on TV screens throughout March with a series of ads showing an optimistic approach to long-term saving.

The central theme of the adverts is “Plan for Tomorrow, Live for Today”, projecting the message that people can relax more today if they know they have sorted out their finances for the long term.

The first ad shows a woman who gets a taxi to perform a U-turn in order to cross a busy road. The second shows a man who puts his alarm on snooze several times before finally getting out of bed.

Clerical Medical says the ads are designed to increase its brand recognition to make it easier for financial advisers to discuss its products with consumers.

Head of corporate marketing and strategy Sue Tunstall says: “These new adverts build on our reputation as a trusted and professional supplier.

“We want to show that although planning for the future is a necessity and not a luxury, we do not believe that enjoying yourself today should be sacrificed in the process.”

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