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Ameriprise Continues 'Be Brilliant' Campaign

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Ameriprise Financial Services Inc. recently added three new television spots to its “Be Brilliant” campaign.

The Minneapolis-based company is using the spots to promote the idea that consumers should have long-term relationships with financial advisors.

“With the right financial advisor, life can be brilliant,” Ameriprise tells viewers.

Ameriprise first launched the Be Brilliant campaign in 2015.

(Related: 12 of the Best Retirement TV Ads)

The new spots include one “Sleep Better,” that shows how financial confidence can help people sleep at night.

A second spot shows what happens when a couple finds out that the wife’s mother is moving into their home. 

A third, which will start running in September, shows what happens when the daughter of a long-time Ameriprise client moves to a new city.

Marie O’Neill, senior vice president of marketing at Ameriprise, said in a statement that the ads show how Ameriprise advisors can help clients prepare for both big and small moments in life.

The ads are running in conjunction with the NBC Nightly News, NBC’s Meet the Press and CBS Sunday Morning.

The cable channel buy includes time on ESPN, The Golf Channel, MLB Network, CNBC, CNN, MSNBC, Fox News, History, AMC, HGTV and National Geographic.

The Be Brilliant campaign also includes online advertising, a social media campaign, and content that advisors can use.

McCann helped Ameriprise create the campaign. Initiative is handling distribution.

More information about the campaign is available here

—Read Your Kids Could Pay the Price for Poor LTC Planning on ThinkAdvisor.

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