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AXA Equitable.


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 EQUITABLE'S new campaign shines a light on baby boomers' needs for annuities. The print and television ad campaign encourages the country's 77 million baby boomers See generation X.  to stop ignoring the "800-pound gorilla" in the room--retirement planning.

The $10 million campaign was created by Merkley + Partners and showed up during May's TV season finales, such as 24 and CSI CSI Crime Scene Investigator
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: NY, and will continue on national cable shows such as Hannity & Colmes and Larry King Live Larry King Live is a nightly CNN interview program hosted by broadcaster and writer Larry King. The show premiered in 1985, and is CNN's most watched program, with over one million viewers nightly. . Print ads will appear in numerous media including The Wall Street Journal and Golf Magazine.

The gorilla was built to the scale of an actual Silverback and is a fully animatronic puppet.
COPYRIGHT 2006 A.M. Best Company, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2006, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:Merkley & Partners, advertising contract
Publication:Best's Review
Article Type:Brief article
Geographic Code:1USA
Date:Jun 1, 2006
Words:106
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