MINNEAPOLIS–(BUSINESS WIRE)–Ameriprise Financial (NYSE: AMP) today unveiled “Be Brilliant℠,” its new
brand platform that shines the spotlight on the long-term benefits
investors can gain by working with Ameriprise advisors. The accompanying
national advertising campaign illustrates how personal, comprehensive
financial planning can help investors achieve moments of “brilliance” in
their everyday lives and in retirement.
“Be Brilliant” is anchored by two initial TV spots titled “Passions”
“Passions” introduces four individuals who have achieved the financial
freedom to pursue their interests through hard work and thoughtful
planning. As the scenes unfold, each person’s job title is replaced by
one that captures his or her current passions and pursuits—for example,
an “accountant” becomes a “volunteer” and an “architect” becomes a “boat
builder.” Building on this theme, “Inspired” presents people living life
to the fullest because of their relationship with an advisor. For
example, a grandfather sits by a campfire with his grandson followed by
the statement, “Be There.” Both spots close with the statement, “When
you have the right financial advisor, life can be brilliant,”
reinforcing the power of a personal relationship with a trusted
Featuring the song “Day to Feel Alive” by Dutch artist Jake Reese, music
plays an integral role in both ads. The lyrics and melody complement the
ads by evoking the emotions clients feel when they are in control of
their lives and making the most of each day.
“At the heart of ‘Be Brilliant’ is how our advisors help their clients
write their own success stories through comprehensive financial
planning,” said Marie O’Neill, Senior Vice President of Marketing at
Ameriprise Financial. “The personal relationships our advisors have with
their clients extend well beyond their financial portfolios. Our
advisors help clients feel confident about their finances and empower
them to be exceptional in their daily lives and in retirement. These ads
capture that spirit and illustrate our passion for preparing clients for
all of life’s possibilities and what can be achieved by working with an
The ads debut this morning on CNBC’s “Squawk on the Street” and on
FoxBusiness News. They will later air during network evening news
programs starting with “Dancing with the Stars” on ABC. The ads will
also run during national programming, including NFL games and primetime
shows on ABC and CBS such as the season premieres of “Quantico,” and
“Hawaii Five-O,” along with “NCIS.” The spots will be seen during Sunday
morning and evening news segments as well as a variety of cable news and
lifestyle programming on CNN, The Discovery Channel and The Food Network.
In addition to the broadcast advertising, a robust digital campaign will
feature digital display, paid search and social media creative.
Ameriprise advisors will also engage clients and prospects with the new
brand platform. Template ads have been created for advisors to use in
their local markets, along with customizable “Be Brilliant” content
available for their websites.
“Ameriprise advisors speak passionately about helping their clients
achieve their financial goals whether it’s buying a home, funding their
children’s education or pursuing their passions in retirement,” said Mel
Smart, Executive Vice President, General Manager, McCann Detroit. “We
wanted to put clients and advisors at the center of the ads to tell
these stories in a simple, yet powerful way.”
Ameriprise is embracing “Be Brilliant” as inspiration for its entire
nationwide network of 10,000 financial advisors and thousands of
employees. Backed by a strong brand, they are helping clients reach
their goals through comprehensive planning, delivered through the firm’s
exclusive Confident Retirement® approach. The Confident
Retirement approach helps investors build a plan to cover essential
expenses; prepare for the unexpected; live out their current lifestyle
and create their legacy.
O’Neill added, “‘Be Brilliant’ is our call to action, encouraging and
inspiring consumers of all ages to reach out to an Ameriprise advisor to
get the advice they need to make the most of their finances and be their
McCann of Detroit, the agency of record for Ameriprise, developed the
creative deliverables for the new campaign. Initiative remains
Ameriprise’s media buying agency.
About Ameriprise Financial
At Ameriprise Financial, we have been helping people feel confident
about their financial future for more than 120 years. With extensive
asset management, advisory and insurance capabilities and a nationwide
network of approximately 10,000 financial advisors, we have the strength
and expertise to serve the full range of individual and institutional
investors’ financial needs. For more information, or to find an
Ameriprise financial advisor, visit ameriprise.com.
Investment advisory products and services are made available through
Ameriprise Financial Services, Inc., a registered investment adviser.
Ameriprise Financial Services, Inc. Member FINRA and SIPC.
Ameriprise Financial, Inc. All rights reserved.
Ameriprise Financial, Inc.
Chris Reese, 612-678-5410