TIAA-CREF Goes National via Olympics

BOSTON TIAA-CREF is set to break its first national television campaign via Modernista!, the client said.

A 60-second TV spot will air during the first 15 minutes of the 2004 Summer Olympics opening ceremonies tonight on NBC. “Financial services. For the greater good” is the campaign tagline.

“The words, ‘For the greater good,’ evoke what makes TIAA-CREF special to our participants and clients, whose work contributes so much to society,” said TIAA-CREF chairman and CEO Herb Allison in a statement. “This campaign makes clear that our participants and clients inspire everything we do.”

The campaign also includes print and radio ads that were crafted by independent Modernista! in Boston.

“The Olympics is a perfect fit to launch the ‘For the greater good’ campaign because it embodies the same ideals we are talking about and it also makes very smart business sense,” said Steven Goldstein, executive vice president at TIAA-CREF.

Campaign spending is undisclosed.