Genworth Financial Inc. is launching a new advertising campaign calculated to make boomers think about their increased prospects for a long life.

The television, print and Web campaign features real centenarians enjoying active and independent lives. A pilot, trumpeter, water skier, columnist and others over 100 years old are highlighted in the ads to emphasize the need for financial products and security at any age, including life and long term care insurance, retirement income and investments and mortgage insurance.

The television campaign is airing on ESPN, CNN, Fox News, MSNBC, CNBC and the Discovery Channel.