• by Fern Siegel , March 3, 2026

Standard Life has launched a new brand platform — “For The Life We Live” — to reshape how people view retirement and their financial future. 

Developed by McCann London, the creative runs for three months across TV and broadcast VOD, the primary media source, augmented by radio, print and social to extend reach. The ads underscore the company rebrand, as it moves from Phoenix Group to Standard Life.

Retirement is complicated, determined by choices and unforeseen events.  

Matt Crabtree, creative director at McCann London, said: “Life rarely unfolds in a straight line, which is probably what makes it feel truly ‘lived.’ We loved working with Standard Life to create a brand platform that celebrates the twists, turns and unexpected detours that shape who we become, right up to and into retirement.” 

The work, initially targeting those 45 to 65, positions Standard Life as a tool to help people navigate retirement. There are two relatable spots. “New Grooves” addresses multi-generational living, as a daughter and grandchild move back to the family home. “Horizons Unleashed” posits a divorced woman in mid-career, coping with family changes.

“We wanted to dial up being relevant to people, being more modern, being more optimistic,” Ben Rhodes, brand/marketing director at Standard Life, told Marketing Week.

McCann is part of the Omnicom Group.