# Who Are the Actors in the SunLife Adverts? > Martin Kemp is SunLife's new brand ambassador for 2026, replacing Richard Ridings who voiced Daddy Pig in the insurance adverts for over-50s. **Published:** 2026-05-10 **Updated:** 2026-05-10 **Category:** ADVERT_PEOPLE **Author:** Rafael Tuñón **Canonical URL:** https://rechargevodafone.co.uk/who-are-the-actors-in-the-sun-life-advert/ ## Key takeaways - SunLife appointed Martin Kemp as its new brand ambassador on 2 April 2026, marking a significant casting decision for the over-50s insurance provider. - Martin Kemp, a musician, actor, DJ and broadcaster who was a New Romantic poster boy, brings established celebrity credentials to the role. - Richard Ridings, the voice of Daddy Pig from Peppa Pig, had previously been announced as the voice for SunLife advertising before Kemp's appointment. ## Article

As of April 2026, the face of SunLife's UK television advertising is Martin Kemp, the former Spandau Ballet bassist and EastEnders actor. He was appointed brand ambassador for the over-50s insurance provider in spring 2026, continuing a tradition of using trusted, familiar personalities to front campaigns aimed at older viewers.

## Martin Kemp's role in the 2026 campaign

Kemp appears in the latest SunLife adverts as part of the 'Everyday Confidence' platform, which launched in 2025. The first commercial shows him working in a SunLife call centre. It's a humorous spot designed to humanise the brand.

SunLife's Chief Marketing Officer, Victoria Heath, explained that Kemp's own experience with a serious health scare earlier in his life made him a credible voice on the importance of financial planning. In a statement released at the time of the partnership announcement, Kemp said: "Dealing with a health scare changes you, you start thinking differently about the people you love and what you want to put in place for them. That's exactly what SunLife is about – giving people the confidence to make good choices for themselves and their families, and I'm proud to be working with them."

The campaign runs across television, digital, and social media channels. SunLife publishes its adverts on its official YouTube channel, where viewers can watch the full spots.

## Carol Vorderman and the equity release campaigns

Before Kemp, television presenter Carol Vorderman was the face of SunLife from 2018 onwards. Her multi-million-pound campaigns promoted the company's equity release service under the 'Welcome to life after 50' banner, which challenged stereotypes about ageing.

One 2019 advert showed Vorderman wielding a chainsaw to cut down a neighbour's 'For Sale' sign, encouraging them to consider equity release instead of downsizing. SunLife's research at the time identified Vorderman as one of the UK's most trusted celebrities for explaining financial figures, a key reason for her selection.

## Sir Michael Parkinson's long-running association

For many years, broadcaster Sir Michael Parkinson was synonymous with SunLife's Guaranteed Over 50 Plan. His adverts were straightforward and reassuring. Parkinson explained the policy's features in a calm, authoritative tone. Many viewers will remember the offer of a free Parker pen simply for enquiring about the plan.

The long-running campaign established a strong connection between Parkinson's trustworthy persona and the SunLife brand in the minds of the public, particularly among the over-50s demographic.

## The 2025 'Everyday Confidence' adverts without a celebrity

In 2025, SunLife launched a series of humorous adverts under the 'Everyday Confidence' banner that did not feature a main celebrity. Created by the agency TBWA\London, these spots showed ordinary people embracing new hobbies with the confidence that having a life insurance plan brings.

Scenarios included a mother who takes up jiu-jitsu and a father whose woodworking hobby escalates to him building his own coffin. The campaign marked a shift towards warm, human storytelling before Kemp's appointment in 2026.

## What the adverts are actually selling

SunLife's advertising primarily focuses on its Guaranteed Over 50 Plan. This is a whole-of-life insurance policy. It is not a savings or investment product. The plan is designed to provide a fixed cash payout when the policyholder dies, which can be used by their family to help with funeral costs or as a small inheritance.

Key features of the plan, often highlighted in the adverts:

Because the payout is a fixed sum, its real value will decrease over time due to inflation. Depending on how long the policyholder lives, it is possible to pay more in premiums than the plan will pay out. The Financial Conduct Authority (FCA), which regulates the sector, requires that all promotions for these products are clear, fair, and not misleading.

## Where to watch the adverts

SunLife adverts are broadcast across major UK television channels. The brand also publishes its campaign content on its official YouTube and other social media channels. The latest adverts featuring Martin Kemp were launched across TV, social, and digital platforms from April 2026.

## Quotations > The secret's out... We are delighted to welcome Martin Kemp as SunLife's new ambassador! >, SunLife UK (official Facebook post) (https://www.facebook.com/SunLifeUK/posts/-the-secrets-out-we-are-delighted-to-welcome-martin-kemp-as-sunlifes-new-ambassa/1397092065785797/) ## Frequently asked questions ### who is the actor in the SunLife advert 2026 Martin Kemp is the main actor and brand ambassador for SunLife's 2026 advertising campaign. The appointment was announced on 2 April 2026 via SunLife's official Facebook page. Kemp is a musician, actor, DJ, and broadcaster who first found fame as a New Romantic poster boy before moving into acting. ### why did SunLife choose Martin Kemp as ambassador SunLife selected Martin Kemp because he is a family man who has dealt with health scares in the past, which aligns with the brand's core message to over-50s thinking about their financial futures and protecting their loved ones. His multi-decade career and familiarity with UK audiences also made him a suitable choice for the over-50s specialist insurance provider. ### what is Martin Kemp known for Martin Kemp is known for being a New Romantic poster boy, an actor, a DJ, and a broadcaster. He has built a career spanning several decades across multiple entertainment fields and is a familiar face to UK audiences. ### who was the voice of SunLife adverts before Martin Kemp Richard Ridings, a British actor best known for voicing Daddy Pig in the family TV series Peppa Pig, was previously announced as the voice for SunLife advertising before Martin Kemp's appointment as brand ambassador. ## Sources 1. ['Daddy Pig' is the new voice for SunLife advertising](http://www.actuarialpost.co.uk/article/-daddy-pig-is-the-new-voice-for-sunlife-advertising-8499.htm) (www.actuarialpost.co.uk) 2. [Martin Kemp SunLife: A New Era of Confidence -](https://insurance-edge.net/2026/04/02/sunlife-appoints-martin-kemp-as-brand-ambassador-this-much-is-true/) (insurance-edge.net) 3. [SunLife aims to strike gold with frontman Martin Kemp - DecisionMarketing](https://www.decisionmarketing.co.uk/news/sunlife-aims-to-strike-gold-with-frontman-martin-kemp) (www.decisionmarketing.co.uk) 4. [The secret's out... We are delighted to welcome Martin Kemp as ...](https://www.facebook.com/SunLifeUK/posts/-the-secrets-out-we-are-delighted-to-welcome-martin-kemp-as-sunlifes-new-ambassa/1397092065785797/) (www.facebook.com)