New Scottish Widows ad by 101

There’s a new Scottish widow in town. (Note: it’s not the chap above.) The pretty lady in a cape appears alongside a cast of real people from around the UK in this surprising new ad for the financial services brand from 101.

There’s a new Scottish widow in town. (Note: it’s not the chap above.) The pretty lady in a cape appears alongside a cast of real people from around the UK in this surprising new ad for the financial services brand from 101.

This is the first Scottish Widows ad for six years and the caped lady is the only real point of connection with the company’s earlier, ever-so-slightly cheesy advertising. Her appearance here is subtle, and she forms one of a series of characters in the spot, which is based on the theme, ‘life feels better when you have a plan’.

The ad was cut from nearly 40 hours of footage that was shot by the directors, Leila and Damien de Blinkk. The crew travelled around the UK over the eight-day shoot, filming the life stories of various people, including a camel conservationist, a potter, a dance instructor and a baker. Alongside the official ad, a series of short films telling the tales of some of the individuals in the spot have been released online. Four of them are shown below.

Mehdi’s story


Colin & Janet’s story

Sarah’s story

Vincent’s story

Credits:
Agency: 101
ECD: Richard Flintham
Creative director: Simon Schmitt
Creatives: Augusto Sola, Philip Kitching, Tanya Holbrook
Directors/Photographers: Leila & Damien de Blinkk
Produciton company: Wanda Productions
Post: Electric Theatre
Editing: Cut and Run
Editor: Ben Campbell

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