A large insurer is trying to sneak its income planning gorilla into the televisions of football fans.
AXA Equitable Life Insurance Company, New York, a unit of AXA S.A., Paris, says it will introduce 2 commercials in its "800-pound gorilla" series this Sunday, during Super Bowl XLI.
Instead of making a national ad buy, AXA Equitable will reach about 30% of its target audience at a much lower cost by airing the ad in New York and Washington, during the Super Bowl Today pre-game show on CBS and in St. Louis and Denver during the Super Bowl itself.
AXA Equitable also will be airing gorilla ads after the Super Bowl in 9 local broadcast markets after the game is over, up from 4 in 2006, the company says.
AXA Equitable ads also will appear on national cable television channels, such as CNN and Bloomberg.
The gorilla commercials encourage baby boomers to ignore the 800-pound retirement gorilla and use AXA Equitable annuities to save for the future.
In of the new spots, the company's spokesprimate will explain the need for a form of guaranteed lifetime income to a man in an elevator who has just come from his retirement party.
In another new spot, the gorilla will talk to a pre-retiree in a steam room.
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