UniSuper’s first campaign with ATime&Place taps into childlike wonder to inspire Australians to rethink retirement and dream big.
The Never Too Late Show, hosted by Monty Newton Welsh, grandson of legendary TV host Bert Newton, turns the tables by asking adult Australians, “What do you want to be when you grow up?”
The brief from UniSuper tasked the creative agency to create a standout ad to cut through a competitive market.
Leah Mackenzie, head of marketing at UniSuper, said the goal was to build brand awareness.
“I don’t think you can turn on the TV without seeing a super ad at the moment,” she told AdNews.
“There’s monsters and pink people and all sorts or other avatars; we really wanted to bring that human element to pass.
“Talking to members we found that there was this real nervousness about retirement, so we wanted to dispel the myths and show that it’s actually something to look forward to.”
The campaign – launched across TV, online, outdoor, radio, PR, print, owned channels, and affiliates – encourages audiences to envision their ideal retirement and the plan to achieve it.
Matt Lawson, chief creative officer at ATime&Place, said a child posing the questions invites adults to respond with childlike energy and excitement.
“You don't want a super fund to ask, ‘Are you thinking about retirement yet?’, that feels a bit paternalistic, or even patronising,” he told AdNews.
“It’s a very human and charming approach to have a child ask the questions. It brings a wide-eyed optimism that we all should have – the kind of enthusiasm kids have when they look ahead, believing there’s so much to achieve and that they can do it all.
“Superimposing that optimism onto an adult, eliciting those responses and coaxing out more of the dream is an interesting, flexible and rich way to get people to start imagining.”
UniSuper, previously limited to higher education and research sectors, became an open fund in 2021.
Monty interviewed a teacher, a manager, a lawyer and an IT professional in a single day at Port Melbourne’s HitMaker Studios.
“We did have a script which was approved by the board, but everyone was really happy to leave room for magic on the day,” Lawson said.
“Monty was cast as the kid who could think and adapt and be genuinely curious enough to have follow up questions.
“He is such an incredible young actor that it felt like he just thought of it. And then there also was just incredible improvisation from him.
“You can really see that he’s the grandson of Burt Newton and Patti, but strangely, also has the stamina of an Olympian.”
Mackenzie said she’s thrilled with the ratings for The Never Too Late Show.
She said UniSuper tested the concept and found it resonated with 18–29-year-olds, while older people preferred a more practical application.
“When we talk about superannuation it’s a little bit boring and people find it really hard to differentiate between what’s a good fund and what's not a good fund,” she said.
“We are by nature a really smart fund, and we want to do the right thing, and share that knowledge with our members and give them the know-how to grow.”
The next episodes of The Never Too Late Show will launch in May.
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