SunLife has announced the appointment of Martin Kemp as its new brand ambassador, reinforcing its ‘Everyday Confidence’ platform launched in 2025.
The platform, which emphasises warm, human storytelling, celebrates individuals in later life who feel empowered by making sound choices for themselves and their families.
Kemp, renowned for his candid approach to end-of-life planning and his strong family focus, is seen as an ideal representative of this ethos.
Kemp will headline a series of high-profile campaigns across television, paid social, and digital channels, beginning 1 April.
The campaigns have been developed in collaboration with SunLife’s creative agency, Adam & Eve, ensuring continuity with the brand’s distinctive tone of charm, humour, and empowerment. Bristol-based production company Skylark Media produced the campaign.
Kemp’s own experience of facing a serious health scare has informed his outlook on life and underpins his authentic connection with SunLife’s audience.
“Going through something that makes you reassess everything focuses your mind on what matters. For me, that’s always been family. SunLife’s whole focus is about giving people that confidence to look after themselves and the people they love, and that’s something I really believe in.” Said Kemp.
Victoria Heath, Chief Marketing Officer at SunLife, added: ““Martin brings warmth, authenticity and real credibility to our brand. He’s someone who has thought deeply about his family, about planning ahead, and about what it means for them to feel secure. That sits right at the heart of our purpose, as we aim to give people over 50 the confidence they need to make good choices, for themselves and for the people they love.”
The appointment of Kemp is part of SunLife’s ongoing strategy to connect with its over-50s audience through relatable, trustworthy voices and reinforce its position as a leading provider of financial solutions for later life.