• by Les Luchter , January 10, 2023

Facing consumer concerns about market volatility, interest rates and inflation, Ameriprise Financial has added two :30 spots from the Invisible Man agency to a year-old “Advice Worth Talking About” campaign. Each ad features an Ameriprise customer video-chatting with their financial advisor and then talking straight to the TV audience about why the relationship works.

In “Financial advice that can help build confidence,” a video-chatting Ameriprise advisor tells a man he’s on track to reach his goals; the man then explains to viewers that the advisor has helped him successfully navigate uncertain periods in the past, which “helps me feel confident about my financial future.” The spot ends with the line, “No wonder clients rate us 4.9 out of 5 in overall satisfaction.”

In “Financial advice I can count on,” a video-chatting advisor tells a woman that “the plan we created can withstand uncertainty,” and the woman then tells viewers that her advisor “understands the markets, and me. She knows my goals and can help me reach them with confidence.” The spot ends with the line, “More than 9 out of 10 clients are likely to recommend the Ameriprise experience to their family and friends.”

“Our latest ads articulate the value of personal financial advice from a trusted advisor -- which we know from research has never been more important and relevant given the current environment,” Marie O’Neill, senior vice president of marketing at Ameriprise, said in a press release.

The new ads join last year’s “Referred by” spot in Ameriprise’s lineup. That ad shows new customers introducing themselves in relation to existing clients when they meet their advisors for the first time.

All three ads, in a media buy by MayoSeitz, are running in such broadcast news programming as NBC’s “Nightly News,” ABC’s “World News Tonight,” CBS’ “Sunday Morning” and CBS’ “Face the Nation,” as well as on cable news, entertainment and sports programming, including college basketball on ESPN2 and CBS Sports Network.

The campaign also includes digital ads, podcast sponsorships, social media creative and customizable content for Ameriprise financial advisors to use in their local markets.