Deconstructing and Advert

This full page advert for Standard Life SIPP Pensions appeared in the Sunday Times 1st Feb 09.

The text in the advertisement reads

"PEOPLE DON'T GROW OLD LIKE THEY USED TO"
"why should your money"

"Whether you dedicate your life to adventure, or just pack as much as possible into every single day, ............."

I have to confess that although I assumed the person in the advert was probably famous I did not recognise them immediately. They are obviously an outdoor type, with lean rugged features, stubbly beard, light coloured piercing eyes, wearing an anorak, age, from the look of the eyebrows (grey and wiry), about 55 to 60, probably the age group of the target customer. I later realised the subject was Ranaulph Fiennes.

The advert is one of three in the campaign. This one appeared on successive right hand pages with an almost identical advert which included an image (which I again did not recognise immediately) of Mariella Fostrop. The only difference between the adverts was a variation in the wording of the first sentence in the boiler plate copy:-

"Whether you dedicate your life to art and culture, or just make the most of every waking moment, ............."

The third personality is Marco Pierre White.

Analysis

To me the message in this advert is confused. The strap line poses a statement which is ambiguous.

Will the message be diminished if you don't recognise the person in the advert? Will it be enhanced if you do?

Why don't they name the celebrity?

Is the male character intended to appeal to males or females and vica versa?

Will investing your money with Standard Life be an adventure? In the current economic climate, probably!

Why choose three celebrities? Why choose these particular celebrities?

The Standard Life website suggests the target audience is over 44! The age of the celebrities are; Fiennes 65, Foster 50. White 50!

Not sure why this image is duplicated!