The year-long campaign that began in June 2007 promotes the society’s life assurance policy ‘50 Plus Plan’. The policy aimed at 50 to 75-year-olds provides a guaranteed cash lump sum, without the need to answer any health questions.

	Although the star has previously fronted campaigns for leading brand names like Cadbury, Thomson Directory, Typhoo, Fresh Cream & Heinz she has never previously endorsed a financial services product.
Thomson Local Directory TV ad

LV= however felt Cilla was the perfect figure to capture the imagination of a generation that remembers the Merseybeat sound that launched her career but now has concerns about looking after their families and loved ones financially. The new TV advert poignantly spotlights Cilla in a 1960s exhibition, reminiscing about her early years in show-business. It features music, sounds and images from the sixties.

"The idea of using a sixties set and music was fabulous, it really took me back to the excitement of my early days in show-business." - Cilla

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