In a new ad campaign, New York Life aims to distinguish itself from AIG and the growing host of other beleaguered financial services companies by emphasizing its long history, big surplus, AAA rating and customer-focused, mutual ownership structure.

"New York Life has a national advertising campaign running now that uses our well-known 'blue box' logo to anchor the branding and express the idea that life insurance is a selfless gift," said William Werfelman, New York Life vice president and spokesperson.

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