Pragmatic (and Ageless) Tales From Raymond James

"Tales of Financial Pragmatism" might sound like a staid campaign theme, but Raymond James wrings some fun from the proposition in its latest work by Martin/Williams.

The first salvo in the push by the Minneapolis agency is a TV spot airing during the American League Championship Series. It tells the story of "fastidious librarian Emily Skinner," who, thanks to careful planning, lives life to the fullest -- even at the age of 187. She's seen marrying younger men, beating a virile guy at ping pong and hang-gliding. "Life well planned" is the new tagline.

Tom Moudry, agency CCO and CEO, said an effort was made to find "an authentic voice" that would help the client stand out in a climate where consumers' tolerance for risk has drastically changed in recent years.

The spots will also air on CNN, and the media buy additionally includes The Wall Street Journal's site and the New Yorker iPhone app. Print is also in the mix.

The client in recent years has been a frugal ad spender, with outlays in the $10 million range, modest for the category, per Nielsen. It hired Omnicom's M/W about a year ago following a review, replacing IPG's Fitzgerald & Co. in Atlanta.