NEW YORK Saatchi & Saatchi's latest campaign for Ameriprise Financial stars 1960s icon Dennis Hopper and introduces the theme, "Dreams don't retire."
Hopper, the star of counter-culture films such as Easy Rider, appears in four spots produced by Publicis Groupe's Saatchi in New York. He talks about what retirement means to baby boomers before the action shifts to boomers tackling tasks they set out to do, such as building a boat or designing an ecologically friendly home.
"You still have to do things, right?" says Hopper in one spot. "You have dreams. And there's no age limit on dreams." In another spot, he says, "The thing about dreams is they don't retire."
The campaign, which breaks Sunday during NBC's Sunday Night Football, also includes a half-dozen print ads, three radio spots—for which Hopper provides voiceovers—and online executions. Print work portrays boomers hiking, practicing yoga or taking pictures.
"Boomers aren't going to spend this phase of life playing shuffleboard," said Kim Sharan, chief marketing and communications officer at the Minneapolis-based client. "There is no better figure to personify our message than legendary actor Dennis Hopper, who embodies the spirit of the generation."
A budget for the effort was not disclosed. In the first half of 2006, Ameriprise spent more than $60 million in major measured media, according to Nielsen Monitor-Plus. Last year's total spend exceeded $80 million, per Nielsen.
Previous spots showed boomers in their youth, piling into a Volkswagen bus, for example, before flashing forward to the same boomers today, also in the VW bus. Those spots, which broke in September, were backed by "Gimme Some Lovin'," a '60s hit for the Spencer Davis Group.
Saatchi landed creative duties on the account in April 2005 after a review. At the time, the brand was known as American Express Financial Advisors. Last summer, the company was spun off and rebranded Ameriprise Financial. The financial planning firm offers life insurance, annuities and asset management.