• by Steve McClellan  @mp_mcclellan, March 7, 2016

Lincoln Financial Group has launched a new advertising campaign called “The Responsibility of Love.” It’s the first work from its new ad agency FCB, which won the account last August. 

The new campaign replaces “Chief Life Officer,” which the company’s previous agency gyro developed for Lincoln in 2012. 

The "Love" campaign is designed to tap into one of the most powerful human emotions to reinforce the important role Americans play in protecting and providing for their loved ones, the company said. Ads are featured across multiple channels, including TV, radio, print, digital (including Lincoln’s own site) and social.   

See one of the spots, called “Precious Few,” which features a version of the Elvis Presley classic “Love Me Tender" here. 

“We do extraordinary things for the people we love and, in a way, planning for and taking charge of the future is the ultimate expression of those feelings,” said Lisa Buckingham,  head of brand and enterprise communications for Lincoln Financial Group. 

Lincoln Financial’s tagline and brand platform -- “You’re In Charge” -- and its theme of empowerment remain in place.