The Leith Agency has created a &£10m campaign for Standard Life with the strapline ‘I like Standard Life’. The campaign marks Standard Life’s return to consumer advertising after the life assurance company ditched its previous ‘Baby James’ ads in October last year. The Baby James campaign, also created by The Leith, ran for four years and featured former Scottish footballer Alan Hansen. The Value Creation Company was called in to assist The Leith in developing the ‘I like…’ theme. The TV campaign breaks on October 6 and will be supported by poster and bus advertising. The campaign attempts to draw a line under the recent controversy over the financial health of Standard Life, which is Europe’s largest mutual life assurance company. Media buying and planning is by Feather Brooksbank.