Lincoln Financial Group has launched a new, $20 million advertising campaign created by Gyro of New York.

The campaign, themed “You’re in charge,” asks investors to become their own “Chief Life Officers." The scenes work off of everyday events, such as a backyard picnic, and dovetail into more sentimental thoughts, like “Chief Leave Behind More Than Memories Officer” and “Chief Laughs Till it Hurts Officer.”

The ads replace Lincoln’s previous, four-year “Hello future” ads, created by 22Squared.

Jamie DePeau, corporate chief marketing officer of Lincoln, said the new campaign refreshes the previous one by reminding viewers “we’re all in charge of our financial futures,” which impact “every aspect of our lives.” DePeau characterized the new ads as “generous, sincere, warm”—and “empowering.”

Lincoln’s TV ads launched on Thanksgiving Day, although the campaign also includes print ads, digital ads and social media. The campaign will also include radio in 2012.

-- This article first appeared on Money Management Executive.


Register or login for access to this item and much more

All Financial Planning content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access