SunAmerica of Los Angeles will begin a new ad campaign tonight during game one of the NBA championships on NBC, according to the company.

The ads are designed to '‘bring to life’ the relationship between baby boomers and their retirement plans,' according to SunAmerica.

SunAmerica decided to launch the new campaign based on company research that suggests that baby boomers are not paying enough attention to their retirement plans, according to Sonia Fiorenza, a spokesperson for the company. In a national survey of over 1,000 baby boomers, 45 or older, half of the respondents said they felt they were neglecting their plans, according to SunAmerica. The survey also revealed that 39 percent think their retirement plan is not safe. The research also shows that the recent market downturn has reduced investors' confidence in managing their own finances and retirement plans, according to the company.

The campaign includes three 30-second commercials that will run in prime time programming that is expected to attract affluent audiences, according to SunAmerica. In addition to tonight’s game, ads will run during game three of the NBA championships this Sunday, the French Open, the Belmont Stakes, the U.S. Open golf tournament and Wimbledon. Ads will also appear on national cable networks including CNN, CNBC, and A&E, the company said.

The ads, created by Deutsch of Los Angeles, star Colin Mochrie, an actor and comedian from the television show, 'Whose Line Is It Anyway?' according to SunAmerica. Mochrie plays a character named Retirement. In the ads, the narrator asks consumers one of three questions: ‘How safe is your retirement plan?’, ‘Are you neglecting your retirement plan?’, or ‘How hard is you retirement plan working?’ according to the company. The ads end with the narrator telling consumers that SunAmerica can help and to consult a financial advisor.

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