• by Tanya Gazdik , January 5, 2016

Voya Financial has hired actors Allison Janney and Jesse Tyler Ferguson to appear in a series of TV spots that are part of the brand’s $100 million ad campaign.

Janney, of of the CBS sitcom “Mom,” and Ferguson, from “Modern Family,” are featured in the spots, which underscores the importance of setting aside money in order to be emotionally and financially prepared for retirement.

The company, previously known as ING US, also aims to increase brand recognition. The TV spots emphasize that taking small steps to plan for retirement today can help you become more prepared for the future.

The commercials, which broke Jan. 4, are part of the company’s Orange Money integrated marketing campaign. The media buy includes a range of sports news channels, lifestyle networks and cable properties. They will also serve as online videos supplementing the broader Orange Money campaign assets running across digital media channels.

"As a company building an exciting new brand, we want consumers to know who we are and that Voya can help them plan, invest and protect their savings so they can get ready to retire better,” said Voya chief Marketing officer Ann Glover, in a release “We want to change the way people think about retirement.”

While Ferguson and Janney’s star power is meant to draw attention to the Voya brand in a creative and unique way, their main role is to help highlight Voya’s popular origami Orange Money animals. “Vern” the rabbit and “Val” the squirrel serve as lighthearted metaphors for positive retirement-planning behaviors.

As a way to create some new depth to these characters, Voya has given a voice to Vern and Val. In the commercial starring Janney, Val the squirrel utilizes her acorns to show the importance of taking small steps toward saving for the future. In the spot starring Ferguson, Vern the rabbit explains how saving a little money here and there, over time, could help your money multiply.