Dreams Don't Retire

Every once in a while an advertisement really strikes a chord with me...consequently it's never an ad targeted at me (well, this one will be in several more decades). I also loved one by Toyota a year or so back (and I've not owned a car in a decade since I take the subway).

I adore what Ameriprise Financial is messaging to 78 million baby boomers in its campaign since last September. Why does me like?

• Not tired: It doesn't relay the "are-you-safe-for-retirement speak? Ugh. That's tired. I'm far from retirement and I'm tired of that message. Instead they urge "Time to Redefine" and "Get to What's Next".
• Not safe: It speaks to the opportunity in retirement...not the relaxation of it. That's inspirational. We're healthier than ever and lord knows I'll still have the energy in my 60s and 70s to do some neat stuff (I'll likely still work too, I'm just a happy workaholic).
• Not past his prime: It features the *perfect* spokesperson with edgy, attractive, high-energy Dennis Hopper. I'd like to see them feature his equal in a female to balance the campaign. Thoughts on a good spokeswoman?
• Not muzak: The music is perfect for the tone.

Here's the :30 ad (RSS readers go here)

While a lot of marketers are thinking about social media for the youth segment I'm personally really focused on (1) B2B opps and (2) Baby Boomer opps. These segments especially interest me with community-building and are still underserved (even with social-networking site eons). Wonder if Ameriprise is leveraging any community programs with its Dreams Don't Retire campaign. If not, I need to give them a call, eh?

Lewis Green has compiled an excellent post on this subject over at The Daily Fix--the piece and the comments are worth checking out.

P.S.: Even if you're not into books or clubs, the discussions over at Group Review this segment focusing on "branding" are worth reading through...some of the most thoughtful responses I've seen in a while and, whether you're a branding pro or not you're likely interfacing with brands.

Comments

[Mario Vellandi]

Funny and memorable. Cool ad...the feeling evoked reminded me of a great Mitsubishi ad I once saw.

[David Reich]

I agree, ck. It's a good campaign.

And a good idea to look into what, if anything, they're doing in terms of outreach via social media. Haven't seen anything out there.

Since branding is on our minds this week with the Book Club, isn't Ameriprise a new brand from American Express? I think I had seen the AmEx name on the first ads, but didn't notice it in the Dennis Hooper ad.

[Lewis Green]

CK,

Great post and great ad! I am a target, and I pay attention. First, Dennis Hopper and I have lots in common, from wanting to be "Easy Rider" to sharing the same generation. Second, the message is sticky and meaningful. At 60, I feel my life is beginning again; at 60, my parents were buying funeral plots. Third, the music is perfect for the audience (love that B3 sound). And 4th, who the hell wants to retire. I'm having too much fun.

[CK]

Thanks Mario, David and Lewis. David, I don't know yet if Ameriprise is an AMEX brand but I love their messaging and positioning.

Lewis: yep, gone are the days of 60 being relaxing as it's "energizing" and time to take on new dreams (or execute those that we've wanted to and now have the time). I can't see ever wanting to "retire". Ugh. I'm very interested in this space--both the opportunity it holds and to build communities that are energized to take on those dreams. Very cool.

[Pete Bowers]

Excellent ad, with all the right triggers for the age set they're aiming at, of which I'm one. Growing up in the 60s we were labelled as noncomformists doing "our own thing," and now we're being told to again throw away the book (the dictionary Hopper tosses to the ground) and do our own thing. The perfect spokesperson for an age group not ready to relax, much less retire. And the music, Gimmme Some Lovin is subtle enough as background to not bother those unfamiliar with it, but to those of us that first listened to it 40 some years ago it plays perfectly to the message Hopper is telling us. Much better use of 60s music than the Cingular ads with the Band's version of The Weight, while showing 30-somethings on the phone.

[Lori Magno]

The Hopper version of this ad is the only one I like in the series. The red chair irritates me, but Hopper is letter perfect. Excellent casting.

[David Reich]

Check out Mack's post at Viral Garden. He went online to find the Ameriprise blog, and found another one tearing Ameriprise apart. Ameriprise IS, by the way, the old AmEx Financial Services unit that's been renamed.

Can't believe eveything you see on the web, of course, but it's interesting. It'll quickly undo the message from Dennis Hopper for some viewers.