Channel swimmer in RIAS television campaign

Linda Ashmore’s English Channel swim in 2007 fulfilled a goal she set herself when she was 10. Her crossing at the age of 60 years, 10 months and 4 days took the record from the previous holder Sue Oldham (60 years and 9 months) when she crossed in 2006.

And now the first ever Brand Response TV advertising campaign entitled ‘Better with Age’ by over 50s specialist insurance provider RIAS features Linda.

Linda Ashmore
Linda Ashmore
The campaign aired for the first time on Tuesday 1 September, and runs for an initial two month period during September and October. ‘Better with Age’ is the first major public exposure for the insurer’s new brand vision and proposition, and features RIAS’s new brand strapline of ‘RIAS, where insurance gets better with age’.

The advert highlights real life consumer stories, showcasing three inspirational individuals who have all achieved something extraordinary after they have turned 50 years old:

  • Linda was 60 years old when she became the oldest woman in the world to swim across the English Channel, and is featured in the Guinness Book of World Records.
  • At 55 years old Terry gave up her career as a teacher. She then started to train llamas – a passion of hers. Terry and her husband, Tim, now train llamas full time, and Tim is President of the British Llama Society.
  • Barrie learnt to read and write at the age of 58, after leaving school with his severe dyslexia going unnoticed. He now enjoys writing poetry, and has been recognised as the 2009 National Senior Learner of the Year for his achievements. Barrie now volunteers part-time to help other adults with their reading and writing.

Created by Watson Phillips Norman, the advert features each of the three over 50s achievers talking about their experiences after the age of 50, with the aim of dispelling stereotypes. The advert recognises that over 50s are active, individual, busy and experienced, and want to deal with an insurance provider who listens to their needs, doesn’t make assumptions and gives them choices about their cover.

In addition, the advert highlights the savings people over 50 can enjoy on their car insurance, for example taking advantage of RIAS’s up to 9 years No Claims Discount, as well as a number of other factors such as simply being retired or keeping cars in the garage.

The advert will air on ITV, C4, Five and satellite and cable channels.

Leigh Calton, Head of Brand Management at RIAS comments: “Our new TV ad is the start of an exciting new journey for RIAS, and supports our ambition of becoming the first choice financial services retailer for the over 50s. Whilst other competitors are cutting back on TV advertising, we believe that our new ad will raise brand awareness and make us stand out from the rest. With over a million customers across the UK, we aim to really understand over 50s consumers, and to be an insurance brand with a difference.”

Customers can contact RIAS on 0800 130 30 30, or online at