Equitable To Focus On Consumers

Financial services provider The Equitable goes harder after consumers this week in a new TV campaign from Seiter & Miller that shows its agents in action.
The New York client will spend $20-25 million on two TV spots and six print ads to tout a lineup of services that has moved beyond insurance to asset management, mutual funds, financial planning and investment banking, which puts them in competition with The Travelers Group, Merrill Lynch and others.
The campaign targets affluent baby boomers contemplating retirement. In both spots, Equitable agents use building blocks as metaphors for wealth accretion. In one, a couple considers plans for the future as an agent helps them review their options.
“The agent is really the hero,” said Livingston Miller, the New York agency’s creative director. “What the consumer needs is good, strong advice from a human being.”
Visually, the spots use the same montage technique as last fall’s campaign. Copy in each ad includes the phrase “AXA. Dynamic vision. Equitable. A trusted resource.” Spots forgo a tagline in favor of the client’s logo.
Last autumn’s effort from Seiter & Miller targeted both consumers and corporate clients. While one spot showed a child’s growth from crib to college, another touted the partnership between The Equitable and Paris-based AXA, which owns 60 percent of the U.S. company.
The spots will break on Sept. 5.