Somewhere in each set is an orange egg representing a Nest pension
The leading animation studio is making pensions more accessible with two amusing new ad spots.
Pensions. They’re an intimidating subject for many British workers, but they are crucial to everyone’s financial future. That’s why the country’s biggest workplace pension provider, Nest, turned to one of Britain’s top animation houses – Aardman – to animate a new campaign that engages people with their pensions.
The two 30-second spots have just launched, and they’re exquisite viewing for anyone who loves Aardman and its classic claymation techniques – not to mention the studio’s trademark character design and humour. The films are set in a giant tree, where various bird species live and work. There’s a parakeet hairstylist, a dove waiter, a bullfinch on the supermarket checkout and a bluetit working from home on Zoom. Each character faces workplace challenges with plenty of verve, tinged with typical British stoicism.
“We knew the blue tit spends her whole time on Zoom calls, so we gave her these big bulging eyes that she reveals in exasperation. We also knew we wanted a bird wearing glasses, so I deliberately chose a species that has a kind of glasses effect around the eyes in its plumage,” explains director Will Studd. “The hairdresser was always going to be one of the bigger personalities; she’s flamboyant and dynamic, so we wanted a size and colouring that would help. A parakeet felt like the perfect choice.”
The feel is reminiscent of Aardman classics like Creature Comforts, Wallace & Gromit, Chicken Run and Shaun the Sheep – and deliberately so. Although the characters have been modelled and animated in CG, every detail emulates the instantly recognisable claymation aesthetic associated with Aardman. Entertainment is front and centre as each little skit suggests we pay a bit more attention to our pensions and how to grow them – in particular, the 13 million Brits with Nest schemes.
Mrs Blue Tit hard at work
Parakeet cuts a quiff
“The puppets were partly designed by art director Paul Abbot, who has a history of working with the classic Aardman look but bringing a cool, contemporary feel to the shapes,” continues Will. “Details like the bas-relief feathers, the eye bags and the feathery hands were all deliberate choices, designed to augment our classic puppet look, create something interesting and ownable for Nest, while still being recognisably Aardman.”
In the past, happy accidents on set have led to extra touches of humour in Aardman films, and the same has occurred in the making of the Nest campaign. For example, the hole in the bird box you see in both spots was modelled a little too small for the character. However, the animators played along with this and the blue tit’s head gets stuck when she tries to peek out. “It’s a tiny detail, but it’s one of my favourite moments,” says Will.
The parakeet’s salon concept
Early sketches of the flock
Magpie family WIP
Thanks to YouTube, perhaps, a lot of advertising has become rather prosaic, with explainers or style-led content overshadowing character-based campaigns. By working with Bristol-based Aardman, Nest aims to make the topic of pensions warm and approachable through a flock of funny bird characters that everyone can relate to. The animation is narrated by comedian Bill Bailey, who is also a keen birder.
“Freshness and originality are important to us, and I think they’re still important to advertising,” says Will Studd. “I’m super happy, especially with the character designs and the animation style. There’s a richness that rewards second viewing, and it’s great to hear the films are testing well above average, partly because they stand out in a world of info-dump-based sales ads, and partly, I think, because they leverage the stuff we do best: character and comedy.”
Atomic London led the campaign strategy. Also watch for new Aardman productions, including Shaun the Sheep season seven and The Very Small Creatures season three.
