Running across Canada across Canada, the campaign includes television, daily newspapers and Web advertising, and marks the return of Standard Life to the TV medium for the first time since 2005.

The TV messages feature two Standard Life employees who continually assess everything around them in terms of probabilities. They are so involved in their jobs that they calculate the odds on anything and everything, even when out of the office and in moments of relaxation. The objective is to humorously demonstrate the degree of commitment and knowledge that Standard Life investment product experts bring to their jobs.

The newspaper and Web executions are based on the same core idea, using humour to play with the probabilities inherent in particular situations.

“We are very proud of this campaign because it differentiates Standard Life from other players in the category,” said Isabelle Hudon, president of Marketel. “Standard Life is a company with a solid reputation that can only be enhanced by increasing awareness of it as a provider of investment products. We have a simple and relevant message to deliver, and are communicating it in a way that stands out.”

Standard Life is one of Canada’s leading financial services companies. The company and its affiliates in Canada have been doing business for more than 175 years and they are especially recognized today for their expertise in retirement investment solutions. Standard Life has 2,000 employees.

Production house is Quatre Zéro Un with sound by Sonart and visual effects are by Mokko Studio.

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