What's New: Portfolio

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.





AETNA RETIREMENT SERVICES
AGENCY
Ammirati Puris Lintas, New York
CLIENT
Aetna, Hartford, Conn.
MEDIUM
consumer print
CREATIVE DIRECTORS
Tom Nelson, Mark Johnson
ART DIRECTOR
Geoff Shirley
COPYWRITER
Robert Reiser
PHOTOGRAPHY
stock
Like bad opera singers, ads for retirement planning tend to have a limited emotional range. If an ad isn’t menacing (You’ll end up sleeping in the streets!), it’s absurdly upbeat (You’ll open a boutique, sail around the world and guest-conduct the New York Philharmonic!). Aetna’s new campaign avoids such clichƒs, which is good. It sounds oddly melancholy, though, which is not good.


















AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in