The new advertisement features three different families, with each one giving their perspective on losing a parent. It highlights how the money they received from the 50 Plus Insurance plan provided by LV= helped them at a difficult time. The theme of the advertisement is to 'Look after what you love'.

Geoff Bates, head of direct distribution for LV=, said: "We get a lot of feedback on the reasons why our customers buy our product, and leaving a legacy that helps their family at a difficult time is at the core of those reasons. We are pleased that the new advertisement demonstrates so clearly that protecting families is at the heart of our business."

Launched in October 2004, the LV= 50 Plus plan is aimed at 50 to 80 year olds, living in the UK. The over 50 Life insurance policy provides guaranteed cover with a cash lump sum payable on death, without the need for a medical or answering any health

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