New Zealand role for leading British actor

Media release

For immediate release

15 April 2010

New Zealand role for leading British actor

When international filmmakers and theatre directors need a character that exudes gravitas and conveys a sense of trust and benevolence, Sir Michael Gambon is always at the top of the wish list.

His signature deep mellifluous voice was key to securing him the title role in television series The Singing Detective and the part of Hogwarts headmaster Dumbledore in the latter Harry Potter movies, as well as hundreds of other commanding roles in his 50-year career. 

Sir Michael’s famous first appearance on the BBC’s Top Gear programme, had him racing the Suzuki Liana, which he eventually launched into the air on the last corner of his timed lap, resulting in that corner of Dunsfold Park track being named ‘Gambon’ in his honour.

Now age 69, Sir Michael has a new role, as the voice of an advertising campaign for leading New Zealand financial services company Sovereign Assurance.

Gambon says; “The voiceover was fun to do - I enjoyed the experience, even at 9am in the morning and in need of a very large cup of coffee. The stories have a gentle heart and reinforce a genuine love of life with little hints of very human humour. In life, everyone has their favourite memories and moments and these ads really convey that through a variety of carefully selected photographs.

“I’ve never been to New Zealand – I’m not sure you’d have me – but I hear it's a beautiful country so I intend to rectify that soon. The guys I worked with on the campaign even offered to put me up at their house in true Kiwi style, so I said chaps, you’re on.”

Sovereign’s general manager of marketing and communications, Craig Waugh said Sir Michael was an obvious choice for the company’s new advertising campaign. 

“We are the largest life insurance company in the New Zealand market. We pay more life insurance claims than any other New Zealand provider, while maintaining an unsurpassed financial strength rating.

“Kiwis demand a higher degree of trust and connection from life insurance companies so they can count on the company to honour its promises at claim time – whenever that might be. Therefore we needed someone whose voice would connect with the New Zealand market and communicate the strength, stability and dependability of Sovereign.

“Sir Michael is a wonderful personality with an amazing voice. It conveys just the right tone for the message we want to communicate to potential customers and fits with our positioning of ‘life’s memories and moments’.”

Waugh explains that while the campaign’s over-riding message is that the business is stable and secure, the sentiment is around treasuring the special memories and moments in life which are personal to every individual.

“While we insure our material possessions such as our house and car, none of these things are achievable, or can be realised unless we protect our health, income and life for our family.”

The company’s solid claims history has earned it an A+ financial strength rating from international ratings agency A.M. Best for three years running – right through the recession. It’s the highest rating the agency has ever given a New Zealand life insurer and, according to A.M. Best, it reflects Sovereign’s prudent asset and liability management, conservative investment of shareholders’ funds and leadership in the market, among other things.

“Given the lengths we go to, to maintain our solid financial position, our sustainability and our position as a market leader, we knew the voice we chose for Sovereign was going to have to be something special,’ said Craig Waugh.

“We were delighted when Sir Michael agreed to lend his strong personal brand – developed through hard work over half a century – to ours. He saw a synergy there, as do we.”

Sir Michael said of his role in Sovereign’s ad; "I have a distinctive voice so I can’t do advertisement voice-overs anonymously, like some of my colleagues can. Thus I have to be careful what commercials I agree to do. Sovereign impressed me as a company with a good track record, a sound reputation and a strong position in a market that¹s been under strain in recent times."

Sir Michael recorded the TVC campaign in London. The campaign, which has TBWA Whybin as its creative agency, will run for two months.

ENDS

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