Friday, October 28, 2011

Case Study No. 0029: Emily Skinner

Raymond James Commercial - "The Woman Who Lived Longer Than Any Person Who Has Ever Lived"
The first television spot of the "Tales of Financial Pragmatism" campaign for Raymond James, entitled "The Woman Who Lived Longer Than Any Person Who Has Ever Lived," tells the story of fastidious librarian Emily Skinner who, at the age of 187, still enjoys life to the fullest thanks to careful planning with her Raymond James financial advisor.
Tags: martin williams martin|williams raymond james advertisement commercial advert old woman
Added: 1 year ago
From: MartinWilliamsAdv
Views: 12,517

[scene opens with a young woman in turn of the century clothing riding a bicycle]
NARRATOR: Fastidious librarian Emily Skinner had a place for everything, and everything had its place.
[scenes of Skinner using a typewriter, hanging her diploma from Williamson College, and placing the silverware just perfectly on the dinner table]
NARRATOR: Each day was fueled by thorough preparation for events yet to come, whether that be next Tuesday's bridge club or the precisely organized retirement that lay ahead.
[an elderly Skinner is shown blowing out 100 candles on her birthday cake]
NARRATOR: Well, somewhere along the way, something quite extraordinary happened ...
[Skinner driving a car with "Just Married" on the back]
NARRATOR: Emily went right on living.
[Skinner is now typing on a laptop, and filling her wall with several diplomas from different schools]
NARRATOR: Longer than any person has ever lived.
[Skinner is blowing out the candles for her 123rd birthday]
NARRATOR: Oddly enough, she took it right in stride.
[Skinner is shown getting married again, to a much younger man]
NARRATOR: Because, you see, she had planned for every eventuality ... which meant, despite her years, she continued to have the means to live on however she saw fit.
[Skinner is playing pingpong, fishing, riding a motorcycle, and getting married again]
NARRATOR: And to this very day, Emily Skinner is still going strong ... even at the ripe old age of 187.
[Skinner runs off a ledge and goes hang-gliding]
NARRATOR: Life well planned.
["Raymond James."]



In October 2010, Raymond James introduced the world to Emily Skinner, fastidious librarian and the woman who lived longer than anyone has ever lived – so far, to 187 years young. Among her talents for library science and longevity, Emily is also impeccably imaginary and the star of the first commercial for Raymond James's new national advertising campaign.

For more than a year, our firm has been working closely with Minneapolis-based marketing agency Martin|Williams to develop the campaign and to update the Raymond James brand. Guided by a new tagline, Life Well Planned, we have embarked on a mission to share "tales of financial pragmatism" with the world.

While Emily's tale is a tall one, at its core, it is the story of how persevering pragmatism and proactive planning can help anyone make the most of life – and of their life's work. The campaign is an extension of Raymond James' own prudent and steadfast approach to financial planning.



"Tales of Financial Pragmatism" might sound like a staid campaign theme, but Raymond James wrings some fun from the proposition in its latest work by Martin/Williams.

The first salvo in the push by the Minneapolis agency is a TV spot airing during the American League Championship Series. It tells the story of "fastidious librarian Emily Skinner," who, thanks to careful planning, lives life to the fullest—even at the age of 187. She's seen marrying younger men, beating a virile guy at ping pong and hang-gliding. "Life well planned" is the new tagline.

Tom Moudry, agency CCO and CEO, said an effort was made to find "an authentic voice" that would help the client stand out in a climate where consumers' tolerance for risk has drastically changed in recent years.

The spots will also air on CNN, and the media buy additionally includes The Wall Street Journal's site and the New Yorker iPhone app. Print is also in the mix.

The client in recent years has been a frugal ad spender, with outlays in the $10 million range, modest for the category, per Nielsen. It hired Omnicom's M/W about a year ago following a review, replacing IPG's Fitzgerald & Co. in Atlanta.

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