1. Brighthouse shows how an annuity can protect a couple's ability to travel.
2. Lincoln uses a retirement party to get viewers thinking about income planning.
3. Symetra has brought in Jibber and Jabber to convey the idea that it will try to be clear.

(To see the ad images, click on the arrows on the sides of the gallery box.)

(Related: Life Insurers Still Want Sticky Policyholders)

Life insurers are investing in new television ads to show that they really do want new customers.

The list of companies that have unveiled new TV ads this week includes Brighthouse Financial, Lincoln Financial and Symetra.

If the ads succeed at getting viewers’ attention, they could help sales of all life and annuity products from all issuers, by giving consumers they ought to eventually think learn something about life insurance and income planning.

Here’s a look at the new campaigns.

1. Brighthouse

Brighthouse is promoting its Shield annuity family with TV spots, along with print, digital social and direct marketing efforts.

Matt Quale, the company’s chief marketing officer, said the company hopes to build on last year’s introduction of the Brighthouse brand.

Gia Coppola, the granddaughter of Francis Ford Coppola, directed one spot “The Vineyard,” and another, “The Market,” to show how having a Shield annuity can protect a couple’s ability to enjoy retirement.

A copy of “The Market” is available here.

2. Lincoln

Lincoln is carrying its “Responsibility of Love” forward with two new spots raising the question, “Who are you responsible for?”

One shows a woman retiring from her job, her arm in the arm of her partner.

The other shows a  father helping his son learn how to tie his shoelaces.

Kristen Phillips, senior vice president of corporate marketing, communications and strategy at Lincoln, said in a statement about the spots that the Radnor, Pennsylvania-based company wanted to use optimism, rather than fear, to motivate consumers to take action.

“The campaign illustrates Lincoln’s personal approach to designing financial solutions that help empower people to take charge of their financial lives with confidence and optimism,” Phillips said.

A copy of the “Elevator” spot is available here.

3. Symetra 

Symetra has introduced two new characters, Jibber and Jabber, to help promote its life insurance and employee benefits products as well as its annuities.

The Bellevue, Washington-based company said the characters embody the company’s commitment to ”cut through the jibber jabber” of insurance industry jargon.

In addition to introducing a television ad, the company has redesigned its website, with the message that “clarity is a beautiful thing.”

Kathryn Riley, an assistant vice president for brand marketing at Symetra, said the new website uses straightforward content and product summaries built around consumer concerns.

“Our products may be complex, but we can explain them clearly and in plain English,” Riley said in a statement.

Jibber and Jabber, the company’s new ad characters, represent jargon and complexity. A new ad, “Curbside,” that features the characters shows frustrated consumers carting them out of a house and putting them on the sidewalk.

Symetra will run the “Curbside” ad along with CNBC shows, such as “Fast Money,” and with primetime shows, such as “Shark Tank.”

The first flight of ads in the campaign will run through December.

A copy of Symetra’s “Curbside” spot is available here.

— Read Ameriprise Continues ‘Be Brilliant’ Campaign on ThinkAdvisor.

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