Wm. Page and Associates Inc. is turning to an 89-year-old performer to help it plant the idea of selling unwanted life insurance policies in the minds of baby boomers.

Wm. Page, Atlanta, the parent of the Life Program, will be promoting life settlements with a music video starring Betty White and Luciana, a British musician.

White is best known for playing Sue Ann Nivens on “The Mary Tyler Moore Show” and Rose Nylund on “The Golden Girls.” She now plays Elka Ostrovsky in “Hot in Cleveland.”

The music video features White dancing to Luciana’s “I’m Still Hot.”

The Lifeline Program has released a 12-second clip from the video this week, and it will release one clip per week until the video premieres in October.

The video will be for sale on iTunes. A portion of the proceeds will benefit the Los Angeles Zoo, Wm. Page says.

- Allison Bell

Other life settlement coverage from National Underwriter Life & Health: