Life’s Pretty Good

Senior Creative Producer

Vitality came to VCCP with a brief. To shout to the UK public about their amazing life insurance product statistic - that Vitality users could, by following their programme, add up to five years to their life.

Initially there were many creative ideas on the table, from two of VCCP’s best creative teams. Most life insurance adverts focus on death, so for Vitality, we wanted to focus on life - and how good it would be to get more of it. With Vitality’s protagonist, Stanley the dachshund, at the heart.

Stanley jumped in his Cadillac to cruise along the dreary front at Southend-on-Sea on a wet autumn day, the California golden glow and healthy palms had to be brought in via the magic of Post. Life’s pretty good.