NEW YORK, Nov. 19 /PRNewswire-FirstCall/ -- AXA Equitable Life Insurance Company is premiering four new commercials targeted at registered investment advisors and Americans nearing retirement. Set to air on business news cable channels, the ads are designed to deliver their message even without sound. Featuring the company's recognizable 800-pound gorilla, the current marketing campaign also has integrated print and online components.
"We know that many workplaces such as brokerage firms have TVs playing silently so we designed our ads to have an impact whether they are viewed with the sound on or off," said Barbara Goodstein, Chief Innovation Officer and Executive Vice President of Marketing of AXA Equitable. "We believe the gorilla's message -- the importance of saving for retirement -- will resonate with people as they plan for the next 10 or 20 years of their lives or their clients' lives."
The 800-pound gorilla uses various means to capture the viewer's attention, such as knocking on the screen. He then suggests that a variable annuity may be a useful option for retirement planning.
In one ad, the gorilla says, "Ready to retire? Stop ignoring me. A variable annuity from AXA Equitable can give you guaranteed income for life with the potential for equity growth. But what do I know? I'm just the 800- pound gorilla in the room."
In that same ad, text appears on the screen alongside the gorilla so that his message can be grasped even if his voice isn't heard. The text, which flashes on the screen in sequential lines, reads:
"A variable annuity from AXA Equitable. Guaranteed income for life. Potential for equity growth. Talk to your financial advisor today."
The four new 15-second commercials will begin airing on MSNBC, CNBC, Bloomberg, and CNN today, and they will run through the end of the year. They will be interspersed with the company's existing 30-second spots.
Simultaneously, AXA Equitable is conducting print and online advertising with insurance trade media using images similar to those used in the broadcast spots. For example, an animated gorilla will use an airhorn, a megaphone, and cymbals to get viewers' attention. By clicking on the animated gorilla, registered investment advisors will be taken to http://www.axadistributors.com/toolkit, a special landing page where they can download educational materials.
"According to the most recent AXA Retirement Scope survey, the average American starts preparing for retirement at age 30. But, surprisingly, our research shows that about 15% of workers wait until age 47," said Ms. Goodstein. "We are trying to reach these procrastinators to tell them that they should begin planning for their futures today."
AXA Equitable launched the first in this series of ads in 2006. The campaign, created by Merkley + Partners, features an animatronic gorilla that appeared in "Instinct," a major motion picture from Touchstone Pictures (1999).
NOTE TO EDITORS: Commercial stills or DVDs are available upon request. About AXA Equitable's Variable Annuities
"Guaranteed income for life" refers to the guarantee feature associated with annuity pay-outs during the annuitization phase of the product. Guarantees are based on the claims paying ability of AXA Equitable Life Insurance Company of New York, N.Y. A variable annuity is intended for investors seeking a financial product that offers tax deferral. Annuities are co-distributed by affiliates AXA Advisors, LLC and AXA Distributors, LLC.
Anyone considering the purchase of a variable annuity should consider the charges, risks, expenses, and investment objectives carefully. For a prospectus containing this and other information, interested parties should read it carefully before investing or sending money and contact a financial advisor.
About AXA Equitable
AXA Equitable Life Insurance Company has been in business since 1859 and is a leading nationwide issuer of life insurance and annuity products. The company has over 11,000 employees and sales personnel and approximately 4.8 million policy/contract holders nationwide as of December 31, 2006.
AXA Equitable Life Insurance Company, New York, N.Y., is one of the premier U.S. organizations providing life insurance and annuity products and services for the financial services market. Variable products are co- distributed by affiliates AXA Advisors, LLC, and AXA Distributors, LLC.
AXA Equitable's parent company, AXA Financial, Inc., is a member of the global AXA Group, a worldwide leader in financial protection and wealth management. AXA Group's operations are diverse geographically, with major operations in Western Europe, North America, and the Asia/Pacific region. The AXA ordinary share is listed on the Paris Stock Exchange and trades under the symbol AXA. The AXA American Depositary Share is also listed on the NYSE under the ticker symbol AXA. AXA Equitable is solely responsible for its life insurance and annuity obligations.
AXA Equitable is a sponsor of the Variable Annuities Knowledge Center (http://www.variableannuityfacts.org/), an online resource aimed at helping consumers understand the facts surrounding variable annuities. The Variable Annuities Knowledge Center is operated by a standalone non-profit organization and is overseen by an independent advisory board.
We invite you to visit us at http://www.axa-equitable.com/.
