New advertising campaign combines themes from Honda and Dove

Ameriprise has a new advertising campaign starting in mid September (in the US) that emphasizes the theme: ``Dreams Don't Retire''. It contains lots of stuff with salt flats and field of wildflowers that (in the press releases own words) “convey the serenity many boomers hope to achieve in retirement”.

The head marketing honcho at Ameriprise says: "We are firmly focused on the positive aspects of retirement and our understanding that boomers aren't going to spend this phase of life playing shuffleboard. There is no better figure to personify our message than legendary actor Dennis Hopper who embodies the spirit of the generation. With his help we are speaking with boomers not at them."

Why Honda and Dove? Honda’s advertising theme is all about the “Power of Dreams” and Dove is all about “Real People”.From the details in this press release it doesn't sound as if they are breaking any new ground with the creative. Dick Stroud