Ameriprise Financial Launches New Ad Campaign That Commends Americans` Shared Values of Hard Work and Financial Responsibility

Thu Jan 17, 2013 10:25am EST

* Reuters is not responsible for the content in this press release.

Ads evolve from the 2011 campaign message and feature Academy Award winner Tommy
Lee Jones
MINNEAPOLIS--(Business Wire)--
Ameriprise Financial (NYSE: AMP) has announced its new advertising campaign
scheduled to begin airing this Sunday, January 20th during the National Football
League`s NFC Championship game. The broadcast ads highlight the resilience of
the American spirit, the company`s dedication to keeping its clients` dreams
alive and the importance of working toward a confident retirement. The ads,
created by R/GA, feature Tommy Lee Jones, who appeared in the company`s last
campaign that launched in September 2011. 

The new spots, titled "Dream", "Working" and "Business" (airing later this
year), open with Jones outdoors in a rural area that evokes the American
frontier and cut to scenes of Americans at work in personal and professional
settings. Jones, who most recently starred in "Lincoln" and "Hope Springs",
communicates that hard work and perseverance are characteristically American
qualities that can lead to personal fulfillment and financial security. The ads
build on the Ameriprise brand platform - MORE WITHIN REACH® - by stressing the
importance of a one-on-one relationship with a trusted advisor who has the
backing of a strong firm that has helped millions of people retire. 

"While these ads reflect the concern that many Americans have about their
financial situation and retirement, they maintain a sense of optimism in that
personal determination and seeking help can bring great rewards," said Kim
Sharan, chief marketing officer and president of financial planning and wealth
strategies at Ameriprise Financial. "As economic challenges persist, we know
many Americans are worried, but our company has the strength and stability to
help them. The evolution of our message to address consumers` very real concern
about their own retirements demonstrates that we understand - and we can offer a

"Personal responsibility and hard work are true American values. They're
Ameriprise values, too," said Tommy Lee Jones. "We want to remind Americans that
through these values, we can achieve a confident future." 

The media schedule comprises primetime programming, including the Academy
Awards, The NCAA Basketball Championships, the LPGA Tour and the Tennis Masters
Series. Cable news and entertainment programming includes CNBC, CNN, Fox News,
Bloomberg and a variety of lifestyle channels. 

Ameriprise financial advisors are also participating in the campaign by
featuring the TV commercials on their individual websites. Combining the support
of national advertising with their social media presence on LinkedIn and
Facebook helps advisors deepen their client relationships and develop a stronger
presence within their communities. 

R/GA and Initiative remain the company`s creative and media agencies of record. 

About Ameriprise Financial
At Ameriprise Financial, we have been helping people feel confident about their
financial future for over 115 years. With outstanding asset management, advisory
and insurance capabilities and a nationwide network of 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 

Brokerage, investment and financial advisory services are made available through
Ameriprise Financial Services, Inc. Member FINRA and SIPC. 

© 2013 Ameriprise Financial, Inc. All rights reserved.

Ameriprise Financial, Inc.
Meghan Mumm, 612-671-0823
Media Relations

Copyright Business Wire 2013