The commercials began airing on August 1 across cable and national networks, including ABC, NBC, and CBS. AAG’s latest creative venture is backed by its new marketing strategy, which aims to correct widespread misconceptions about reverse mortgage
loans, as well as explain why individuals should treat home equity
as another source of income in the retirement planning process.
“The spots show what we’ve known all along – that Tom Selleck connects extremely well with the camera, straight into America’s living rooms. And you’ll feel that within the first few frames of the ad,” stated Teague McGrath, chief creative officer for AAG. “Stylistically speaking, we’ve taken more of a cinematic approach to draw attention to the message that reverse mortgage
s are more than they used to be…now offering greater financial security with new guidelines and policies in place.”
The first commercial to air this week is a 120-second spot called “Too Good to be True”. This will be followed by two more commercials. All of the commercials will come packaged as both 60-second and 120-second spots. AAG collaborated with Siltanen & Partners Advertising on the new campaign and opted for an approach that is visually more dramatic than previous television commercials.
Other revamps include a new tagline, “Bringing Stability to Your Retirement,” as well as a comprehensive new information kit that explains how home equity
can be dynamically incorporated into retirement planning.
“Once you see the new spots featuring Tom, I believe you’ll agree…reverse mortgage
loans never looked so good,” noted McGrath.
American Advisors Group (AAG), has enlisted Emmy and Golden Globe award-winning actor Tom Selleck to star in its latest TV commercial campaign.