Ameriprise Financial says it is scheduled to begin airing this Sunday, 1/20 during the National Football League’s NFC Championship game. The broadcast ads highlight the resilience of the American spirit, the company’s dedication to keeping its clients’ dreams alive and the importance of working toward a confident retirement. The ads, via AOR R/GA, feature Tommy Lee Jones, who appeared in the company’s last campaign in September 2011.
The new spots, titled “Dream”, “Working” and “Business” (airing later this year), open with Jones outdoors in a rural area that evokes the American frontier and cut to scenes of Americans at work in personal and professional settings. Jones, who most recently starred in “Lincoln” and “Hope Springs”, communicates that hard work and perseverance are characteristically American qualities that can lead to personal fulfillment and financial security. The ads build on the Ameriprise brand platform – More Within Reach – by stressing the importance of a one-on-one relationship with a trusted advisor who has the backing of a strong firm.
The media buy includes primetime programming, including the Academy Awards, The NCAA Basketball Championships, the LPGA Tour and the Tennis Masters Series. Cable news and entertainment programming includes CNBC, CNN, Fox News, Bloomberg and a variety of lifestyle channels.
Ameriprise financial advisors are also participating in the campaign by featuring the TV commercials on their individual websites and social media efforts.