Financial services firm SunLife is showcasing the confidence that it can bring to the over-50s with its dedicated life insurance offering through a new ad series.

Devised in partnership with creative agency TBWA/London in its first major work for the firm since securing its account in September last year, the films humorously explore how far a little bit of confidence can take people.

The work marks a strategic departure for SunLife, away from traditionally product-focused messaging in favour of a more modern, consumer-centric creative.

Matt Swinburne, creative director at TBWA\London said: “If my naked parents sat me down to tell me they had become naturists, I’d be horrified. And I’d need a lot of counselling.

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“But part of me would be impressed too. We’ve had a lot of fun telling stories of the confidence SunLife cover can unlock in your life. It’s been a brilliant journey with our friends at Sunlife, and we’re proud of a campaign that we hope will inspire our over 50s to start living their best lives.”

With media planning and buying handled by Medialab, the films follow three individuals’ insurance journeys: from a newly-naturist couple breaking the news to their children, to a self-assured mum mastering jiu-jitsu, to a dad taking his wood-carving passion to the extreme.

“Our collaboration with TBWA\London has been transformative. This new direction reflects our evolution as a brand dedicated to empowering customers to live their lives without hesitation,” said Victoria Heath, CMO at SunLife.

“By modernising our message and focusing on confidence, we’re ensuring that our brand resonates with a broader audience and inspires them to embrace life’s possibilities.”