Cilla Black fronts LV= TV advert for 2nd time

Cilla Black has been selected to front the latest over-50s marketing campaign from LV=.

This is the second campaign headed by the legendary TV presenter and singer and carries the tagline ‘look after what you love’.

Heidi Welch, director of direct distribution for LV=, claims that Cilla is the “ideal figure” for the latest 50-Plus Plan TV adverts.

She said: “We received such a positive response to our first campaign featuring Cilla last year.

“We are pleased that the new advertisement demonstrates so clearly that protecting families is at the heart of our business.”

LV= have also pledged to contribute £1 to Cilla’s chosen charity, WRVS, for every policy sold under the latest campaign.

The star first began working with LV= in June 2007 on another TV advertising campaign.

LV= recently increased the number of pension funds on offer by adding 15 new managed funds.