Ads evolve from the 2011 campaign message and feature Academy
Award winner Tommy Lee Jones
MINNEAPOLIS--(BUSINESS WIRE)--
Ameriprise Financial (NYSE: AMP) has announced its new advertising
campaign scheduled to begin airing this Sunday, January 20th 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, created by R/GA, feature
Tommy Lee Jones, who appeared in the company’s last campaign that
launched 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 that has helped millions of
people retire.
“While these ads reflect the concern that many Americans have about
their financial situation and retirement, they maintain a sense of
optimism in that personal determination and seeking help can bring great
rewards,” said Kim Sharan, chief marketing officer and president of
financial planning and wealth strategies at Ameriprise Financial. “As
economic challenges persist, we know many Americans are worried, but our
company has the strength and stability to help them. The evolution of
our message to address consumers’ very real concern about their own
retirements demonstrates that we understand – and we can offer a
solution.”
“Personal responsibility and hard work are true American values. They're
Ameriprise values, too,” said Tommy Lee Jones. “We want to remind
Americans that through these values, we can achieve a confident future.”
The media schedule comprises 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. Combining the
support of national advertising with their social media presence on
LinkedIn and Facebook helps advisors deepen their client relationships
and develop a stronger presence within their communities.
R/GA and Initiative remain the company’s creative and media agencies of
record.
About Ameriprise Financial
At Ameriprise Financial, we have
been helping people feel confident about their financial future for over
115 years. With outstanding asset management, advisory and insurance
capabilities and a nationwide network of 10,000 financial advisors, we
have the strength and expertise to serve the full range of individual
and institutional investors' financial needs. For more information, or
to find an Ameriprise financial advisor, visit ameriprise.com.
Brokerage, investment and financial advisory services are made available
through Ameriprise Financial Services, Inc. Member FINRA and SIPC.
© 2013 Ameriprise Financial, Inc. All rights reserved.
Ameriprise Financial, Inc.
Meghan Mumm, 612-671-0823
Media
Relations
meghan.l.mumm@ampf.com
Source: Ameriprise Financial, Inc.