M/W, Lincoln Financial in Storytelling Mode

CHICAGO Martin/Williams opts for a story-based approach that positions retirement not as an ending, but rather a beginning in a new series of television spots for Lincoln Financial.

The spots, which broke earlier this week, introduce a new tagline, “Hello future,” replacing the 6-year-old “Clear solutions in a complex world.” One new ad shows a young African American girl getting advice from a high school guidance counselor to become a file clerk. As the spot continues, it shows the girl going to college, becoming an attorney and retiring as a judge. It concludes with the newly retired woman in a post-retirement role as a guidance counselor telling a young student to dream higher than merely being a file clerk. “The one thing you’ve always wanted to do? It’s still out there, just waiting for you to say, ‘Hello future,” says a voiceover.

Another spot shows a classic car garage owner telling a customer of his decision to sell his business in order to chase his dream before he’s too old to do it. A later scene shows the new owner saying he bought the place for a similar reason. “Maybe you’ll finish your life’s work early. Or maybe you’ll hear a second calling and say, ‘Hello future,” says the narrator.

A third spot depicts a man using his retirement years to teach disabled children how to ski.

“Boomers have long established themselves as a group rooted in the search for possibilities,” said Tom Moudry, the Minneapolis agency’s executive creative director in a statement. “The campaign provides real-life stories with a twist that welcome consumers into a new and exciting time of life.”

The Omnicom Group shop’s previous work for the client used an actor dressed as Abraham Lincoln as a sage guide for different situations. A voiceover suggested the financial institution, named after the president, could help people reach their retirement goals. Those spots used the tagline, “Clear solutions in a complex world.”

The new effort, which also includes print and radio, will air on the Lincoln Financial Sports Report on NBC, which appears during events such as PGA tournaments, Wimbledon, the French Open and Notre Dame football games. Spending was not disclosed.

The Philadelphia company spent $20 million on advertising last year, according to Nielsen Monitor-Plus.