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AXA Equitable Targets Super Bowl Ad Buy

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A gorilla will ponder retirement finances on television screens in some parts of the country this Sunday.

AXA Equitable Life Insurance Company, New York, a unit of AXA S.A., Paris, says it will show “Steam Room,” a commercial in its “800-pound gorilla” series, during Super Bowl XLII.

Instead of making a national ad buy, AXA Equitable will try to get more bang for its buck by running the ad in 7 markets: Chicago; Denver; Miami; New York; St. Louis; Tampa, Fla.; and Washington.

The “Steam Room” commercial, which promotes variable annuities, shows a gorilla and a human nearing retirement age talking about how the human will fund his retirement, according to AXA Equitable.

AXA Equitable has positioned its spokesprimate as the conscience of the baby boomers, “reminding them to stop ignoring the 800-pound gorilla in the room when it comes to retirement planning,” the company says.