A screenshot from one of TIAA's new 'Never Run Out' commercials. (Image: TIAA) A screenshot from one of TIAA’s new ‘Never Run Out’ commercials. (Image: TIAA)

As the Senate debates retirement legislation, TIAA is launching a major new brand and “Never Run Out” advertising campaign.

The message of the campaign is that users of TIAA’s lifetime income products never run out of retirement income.

(Related: Companies Make Big Push for Lifetime Income Awareness)

The campaign conveys the importance of never running out of retirement income by showing situations in which things consumers use, such as cell phones’ supply of battery power, do run out, the company says.

TIAA is running the new campaign on TV, through online videos, on social media services, in print ads, and on radio stations.

TIAA developed the campaign together with the Martin Agency.

— Read Ed Slott: The Pros and Cons of Annuities in Retirement Plans, on ThinkAdvisor.

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