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NEW YORK Merkley + Partners’ first campaign for Axa Equitable uses a gorilla character in an effort to prod baby boomers to invest in annuities for their retirement.
The $10 million push, which includes two TV spots, four print ads and keywords on search engines, breaks today.
The gorilla (actually an actor in a gorilla suit with a mouth controlled by puppeteers) personifies the “800-pound gorilla in the room” that is retirement planning, said Barbara Goodstein, executive vice president of marketing and product development at Axa Equitable, a division of Axa Financial in New York that sells life insurance and annuities.
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