Amber Martinez will become the fourth Scottish Widow when she stars in the brand’s first television campaign in six years next month.
Martinez will be wearing the redesigned Widow’s cloak in ads, which has been given a “modern couture makeover” by Bodymap founder Stevie Stewart.
The Widow character was first introduced in 1986 when Deborah Moore played the part. Ads have subsequently featured Place in the Sun presenter Amanda Lamb and Hayley Hunt as the character.
In a statement, Toby Strauss, chief executive of Scottish Widows, says the ads are part of a “significant investment in our brand”.
A spokeswoman for Scottish Widows declined to offer any further information about the revamp. However, Strauss did tell The Daily Telegraph in August its website will be relaunched this year.
The campaign comes ahead of the brand’s 200th anniversary in 2015. The Lloyds Banking Group owned brand, which offers pensions, insurance and investment funds, was established in 1815 as a general fund for widows of soldiers who died during the Napoleonic War.
Strauss told Telegraph the introduction of pension auto-enrolment and a change in regulation that means independent financial advisers will concentrate on wealthy investors mean there are more opportunities for Scottish Widows.
The ad, created by 101, breaks 3 February.