Royal London ads: trust us, we're old

Chris Wheal

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Ant and Dec
Ant and Dec

In an era of iPhones and Google Glass it is a bold move to play up how old, old-fashioned and traditional you are, but that's exactly what life insurer and investment firm Royal London is about to do. Not heard of Royal London? You are about to – it owns brands Scottish Life, Scottish Provident and Bright Grey, all recommended by financial advisers.

Starting tonight – during Britain's got Talent (ITV 7.15pm) – the 153-year-old mutual insurer is launching an advertising campaign with the slogan "We're so yesterday". It plays up its traditional values and the fact that it has stood by its customers since 1861 – with all profits recycled to policyholders and not to shareholders.