Parkinson to front Axa over-50s insurance campaign

Axa, the insurance giant, has signed Sir Michael Parkinson as the face of its over-50s life insurance product. The deal comes just weeks after Parkinson’s retirement from broadcasting.

Parkinson will star in an advertising campaign for Axa Sun Life Direct’s Guaranteed Over 50 Plan, which has previously used fellow celebrity pensioners June Whitfield and Annette Crosbie. Axa says the pair will continue to be used in different executions.

The TV ad, created by roster agency Rhythmm, shows Parkinson in a setting reminiscent of his chat show, explaining the simplicity and benefits of the Over 50 Plan.

Axa Direct managing director Mark Howes says that Parkinson’s reputation as a straight-talking Yorkshireman with integrity makes him the “perfect fit” for the product.


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