Sun Life Financial Inc. will be using humor to try to build awareness of the company through a television, print and online advertising campaign.

The Wellesley Hills, Mass., U.S. arm of Sun Life, Toronto, (NYSE:SLF) is aiming the new “Get to Know Sun Life” campaign at a national U.S. audience.

“Sun Life Financial has a 144 year-old record of financial security, over 20 million customers worldwide, and excellent financial strength ratings, yet U.S. consumers are not familiar with our brand,” Jon Boscia, the president of Sun Life Financial, says in a statement. “The ‘Get to Know Sun Life’ campaign is the first step in introducing our company to a broader audience.”

The heart of the campaign will be a series of TV commercials about two “Sun Life Guys” who try to promote the company by piggybacking on other “Sun” brand campaigns.

The Sun Life Guys will start by asking KC and The Sunshine Band to change its name to KC and The Sun Life Band.

The TV commercials will air on cable and broadcast TV networks, including during National Football League games on CBS.

Sun Life will be complementing the TV campaign with print ads, a website at http://www.gettoknowsunlife.com/, and “viral videos.”

The Sun Life Guys also will reach out to consumers through services such as Twitter and Facebook.

The Martin Agency/BrandFirst Entertainment, Richmond, Va., developed the campaign, and Dandelion, an affiliate of Epoch Films Inc., New York, is producing the viral videos and handling social media efforts.