Ameriprise Financial Debuts New Brand Platform Encouraging Consumers to "Be Brilliant" - Achieve Financial Confidence in Next Chapter of Life
09/21/2015
Minneapolis - (September 21, 2015) - Ameriprise Financial (NYSE: AMP) today unveiled "Be BrilliantSM," its new brand platform that shines the spotlight on the long-term benefits investors can gain by working with Ameriprise advisors. The accompanying national advertising campaign illustrates how personal, comprehensive financial planning can help investors achieve moments of "brilliance" in their everyday lives and in retirement.
"Be Brilliant" is anchored by two initial TV spots titled " " and "." "Passions" introduces four individuals who have achieved the financial freedom to pursue their interests through hard work and thoughtful planning. As the scenes unfold, each person's job title is replaced by one that captures his or her current passions and pursuits-for example, an "accountant" becomes a "volunteer" and an "architect" becomes a "boat builder." Building on this theme, "Inspired" presents people living life to the fullest because of their relationship with an advisor. For example, a grandfather sits by a campfire with his grandson followed by the statement, "Be There." Both spots close with the statement, "When you have the right financial advisor, life can be brilliant," reinforcing the power of a personal relationship with a trusted Ameriprise advisor.
Featuring the song "Day to Feel Alive" by Dutch artist Jake Reese, music plays an integral role in both ads. The lyrics and melody complement the ads by evoking the emotions clients feel when they are in control of their lives and making the most of each day.
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