With only one month to go before the football World Cup kicks off in Russia it may surprise no one that comedians David Baddiel and Frank Skinner are on everyone’s televisions again.
But this time they are not plugging the latest re-release of their 1996 England football anthem Three Lions. Instead the comedy duo are talking about pensions in the latest advert promoting the government's guidance service Pension Wise.
The adverts, which are being shown for five weeks on Sky and Channel 5, feature Baddiel and Skinner talking in a park about their pension options.
A freedom of information request by New Model Adviser® has found the DWP spent £700,000 on the advert’s budget ‘including research, production and media airtime’.
However the DWP said it could not say how much Baddiel and Skinner were paid as the advert was brokered between the government’s media buying agency, Carat and Sky.
England fans will be disappointed if they call up the free helpline looking for moral support following the team's inevitable group stage exit this summer: the budget does not cover Baddiel and Skinner answering the Pension Wise phones.