AMP ad challenges Kiwis to think about retirement

Kiwis are being challenged to confront uncomfortable truths about retirement in AMP’s latest advertising campaign, so they can be better prepared.

Created with ad agency Insiders, the video, titled, ‘Unfortunately, retirement isn’t free’, gets Kiwis to think that they may not have the reserves in retirement they need to continue the life they want to lead.

It tells the tale of retired couple Bonnie and Clive, who try to do a runner from a restaurant, but are thwarted by the maître d’.

While wanting to be thought-provoking, the ad is capped off with the reassurance that “Fortunately, AMP can help with that.”

“AMP is a trusted and well-known brand in Aotearoa but our KiwiSaver expertise perhaps isn’t as well known”, says GM Retail Customer, Justin Boyes.

“So, we wanted to take ownership of helping New Zealanders realise financial security and prepare for their future lives, by driving home that AMP can help them prepare for the retirement they want”.

“The campaign’s designed to strike at the heart of Kiwi’s retirement fears and nudge them to get the help they need and engage them into an important conversation for their future,” says Insiders Chief Creative Partner, Craig Whitehead.

“It’s a really serious message with a serious outcome for our anti-heroes Bonnie and Clive. But we’re telling the story with a smile and charm to give Kiwis a slightly uncomfortable wake-up call that a neglected KiwiSaver plan just won’t cut the mustard.”

The campaign rolls out in the coming weeks across TV, OOH and digital.

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