The face of SunLife's current UK advertising campaign is Martin Kemp, appointed as the brand's official ambassador. SunLife is the UK's most prominent over-50s specialist for insurance and financial products, and the choice reflects that audience.
Martin Kemp is the on-screen face of SunLife as of spring 2026. The appointment was announced with SunLife's official Facebook page confirming: "The secret's out... We are delighted to welcome Martin Kemp as SunLife's new ambassador!"
Kemp is a familiar face to UK audiences across several decades and several different careers. He first found fame as a New Romantic poster boy, moved into acting, and has since built a profile as a DJ and broadcaster too. SunLife described him as a musician, actor, DJ, and broadcaster, which does cover a lot of ground.
The brand also pointed to his personal story, noting that Kemp is a family man who has dealt with health scares in the past. That background sits naturally alongside SunLife's core message, aimed at over-50s thinking about their financial futures and the people they want to protect.
That information is outdated and should be treated with caution. The verified position as of May 2026 is that Martin Kemp holds the brand ambassador role.
SunLife's advertising has shifted over the years as the brand has sharpened its focus on the over-50s market, and the cast has changed with it.
SunLife has not published a detailed explanation of its casting rationale, but the fit is fairly clear. Kemp was born on 10 October 1961, making him in his early 60s, placing him squarely within the demographic SunLife serves. He is well known to people who grew up in the 1980s and 1990s, first through Spandau Ballet and then through his long-running role in EastEnders. His public profile as a family man, combined with his openness about past health challenges, gives him credibility when talking about the kind of planning SunLife's products are designed for. SunLife's marketing team described the campaign as centred on 'warm, human storytelling', giving a sense of the creative direction behind the 2026 campaign.
SunLife specialises in insurance and financial products for people aged over 50. The range includes over-50s life insurance, funeral plans, and related products. The brand positions itself as the UK's leading specialist in this space, and its advertising consistently targets people thinking ahead about what they leave behind for family.
SunLife adverts run across mainstream UK television channels, and the brand maintains an active presence on Facebook and YouTube where campaign content is also published. The April 2026 ambassador announcement appeared first on SunLife's official Facebook page, which is updated regularly with new campaign material.
If you spotted the advert and recognised the face but could not place the name, Martin Kemp is your answer.
## 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)