AXA Equitable Life Insurance Company has cast an animated 800-pound gorilla in television and print ads aimed at baby boomers.

AXA Equitable, New York, an affiliate of AXA S.A., Paris, says the campaign will educate boomers who have failed to plan for retirement about the possibility of using annuities to generate lifetime retirement income streams.

“The new AXA campaign will not only expose the 800-pound gorilla boomers are ignoring, it will also give the gorilla his own voice and opinion to help encourage boomers to face their retirement needs today,” Barbara Goodstein, an executive vice president at AXA Equitable, says in a statement about the new advertising campaign.

The campaign, created by Merkley plus Partners, New York, will appear on national cable networks such as Bloomberg Television, CNN and A&E, as well as on major broadcast TV channels in Chicago, Detroit, Miami and New York.

Print advertisements will appear in publications such as the Wall Street Journal and SmartMoney.