A mixed media campaign, starring Sir Michael, launches in early January 2008 and includes television and print advertising. The TV commercial, developed by AXA Sun Life Direct's creative agency, Rhythmm, sees Sir Michael in a setting reminiscent of his "Parkinson" show where he explains how simple the Over 50 Plan is and what the benefits are.
Mark Howes, managing director of AXA Direct, said: "Sir Michael Parkinson is known as a man of integrity and is instantly recognisable. As a straight talking Yorkshireman, he is a perfect fit for a straightforward financial solution such as the Guaranteed Over 50 Plan."
AXA Sun Life Direct will continue to use June Whitfield and Annette Crosbie in its advertising during 2008.