Mar 14 2009
Ameriprise Commercial
The Baby Boomer Generation is a huge market. There are about 78 million of them. This generation has been very unique in many ways throughout their lives. As they start to retire, that uniqueness will not go away. Industries including the financial and medical industries will have to make sure they reach this market in the right way.
The Baby Boomers do not do things the way their parents did. Instead of doing things the way the market wants, they prefer to decided what they want find a way to get it. This commercial hints at that fact. This generation had parents who, overall, seemed to be happy sitting on the porch during retirement. The Baby Boomers will not, in general, follow the same path. Their generation is predicted to live much longer after retirement than any generation before them.
The Ameriprise commercial feature Dennis Hopper, basically a spokesperson for his generation, telling the rest of the generation that “Dreams don’t retire” and now is going to be the best time of their lives. He also tells them to choose Ameriprise to help with the financial decisions and planning, because, apparently, only Ameriprise understands their generation.
The Lesson of The Day: A commercial that speaks to a generation must make sure not to offend any part of it. This commercial does a good job with that. It sums up the basic feelings the generation has about their upcoming adventure through retirement. Speaking to a generation is a balance of speaking to the masses and to the individual. The viewer of this commercial who is part of the generation feels like they are part of something special, but not singled out. That balance is key in these types of commercials.
