We launched Empower by tapping into a universal truth that no one else was talking about: we all worry about money.

Financial services ads can feel similar. So to make Empower stand out from the pack we focused on money-stress scenarios we've all been through and added a dose of humor. Then we positioned Empower as the answer to people's financial questions.

Live Forever

The Plan

Live Forever 15

The Plan 15

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Lo and Behold, Reveries of the Connected World

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