Iain Duncan Smith has spent over £8m on a new advertising campaign to increase awareness of workplace pensions.
The television advert, launched on ITV yesterday evening, features a new cartoon called Workie; a huge animated monster referred by some as a psychedelic Sesame Street character.
Workie has been described by the team responsible for its creation at the Department for Work and Pensions and the Pensions Regulator, as having a “striking physical embodiment of the workplace pension”.
Yesterday evening I asked my children what they thought of the advert and the monster.
Perhaps Ryan, Lottie and Megan were not the target audience for this pensions awareness raising campaign, but they certainly had some interesting opinions on the cost and message of the advert.
What did you think of Workie? Did he make you want to find out more about your workplace pension obligations as an employer, or simply lambaste the government for spending £8.45m at a time they are cutting state benefits?
