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Telegraph

Scottish Widows to drop ‘widow’ model and replace her with red digital logo

Telegraph
Summary
Nutrition label

68% Informative

The 'living widow' has been a staple of TV adverts for Scottish Widows since the mid-1980s .

She will be phased out over the next year and replaced by a digital version of the character.

The decision has been taken as the Edinburgh -based life insurance firm carries out a refresh of its brand.

The current widow model, Amber Martinez , will continue to be used in the branding until the end of 2025 .

VR Score

57

Informative language

48

Neutral language

78

Article tone

informal

Language

English

Language complexity

48

Offensive language

not offensive

Hate speech

not hateful

Attention-grabbing headline

not detected

Known propaganda techniques

not detected

Time-value

short-lived

Source diversity

1

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