The radio concept had to deliver the message of 'Time is Precious, which is why Dialdirect won't waste any of yours'.

This concept can best be summarised as ‘A Lifetime in a Minute’, as the 60” spots tell the story of one person's lifetime.

A lifetime spent pursuing the things we all believe are important, but before we realise it, time is up and the things we pursued all our lives become insignificant. This campaign aims to remind people how quickly time flies by creating a single ageing voice from age 5 to 80+ in one spot.

MUSIC: PIANO CHORDS.

SFX: [VOICE AGES WITH EACH LINE]

MVO: When I’m old, I want to be really, really rich. I want to drive a fancy car and it’s a convertible...

And live in a biiig house and have a pool and a trampoline.

I want to be so rich that I can buy everything mom says I can’t have ’cos it’s "much too expensive".

I want to go to the best university and I want to graduate cum laude.

I want to have my own firm.

A firm with offices in New York and London and Paris and Tokyo...

I wish I didn't have to travel so much.

I wish I had spent more time with my family.

I wish I came home early from that conference when Michael was born.

I wish hadn't missed Kirsty's 13th birthday.

I wish I had gotten up earlier on weekends to watch their soccer and hockey and swimming.

I wish I had gone on more holidays with my wife.

I wish I had just a little bit more time.

ANNCR: A lifetime goes by in a minute, so we won’t waste a minute of yours. Dialdirect. Insurance made easy.