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Lincoln Financial Sells Consumers on Talking

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Lincoln Financial is the latest life insurer to come out with a television advertising campaign that promotes the value of talking to an advisor.

The Radnor, Pennsylvania-based based life insurer is also promoting the value of simply talking, with loved ones.

“Lincoln believes every conversation with a loved one is a good one,” the company says, in text included in the first commercial in the new “Now You’re Talking” campaign. “So make time to talk about your financial plans. Because the more we talk, the better we plan, the better we protect, the better we retire.”


  • A YouTube version of the latest Lincoln Financial commercial is available here.
  • An article about a new Northwestern Mutual ad campaign is available here.

FCB New York, the ad agency that produced that first commercial, and other ads in the campaign, created it by using actors who were performing in their own homes. The producers say they provided scripts but also let real life seep in.

The first ad shows two mothers showing off their new baby, a father talking with a daughter who’s still in school, and another father asking his working-age son when the son will be able to go back into the office.

The ad also shows three people talking about their worries about their finances. One says, “We have a safety net.” A second says, “We’ll be OK, right?” A third says, “Maybe we should talk to someone.”

The ad implies that Lincoln Financial has people to talk to.

Lisa Buckingham, an executive vice president at Lincoln Financial, said, in a comment included in an announcement about the new ad campaign, that the company believes the conversations families are already having about all of the changes in the world could lead to conversations about finances.

Those conversations “may be tough to begin but are so critical to have,” Buckingham said.

Angela Laubmeier Schema, a vice president at Lincoln Financial, said she thinks letting the actors’ lives filter into the ads helped emphasize the importance of having meaningful conversations.

“We really wanted to capture the reality of the times in this campaign,” Schema said.

— Read AIG Rolls Out ‘We See the Future in You’ Ad Campaignon ThinkAdvisor.

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