American Advisors Group today announced the launch of new reverse mortgage commercials featuring spokesman Sen. Fred Thompson. The new ads, which begin airing this week, feature the former senator with a new message focused on AAG branding as well at Thompson’s personal experience with reverse mortgages.
“It’s not your typical direct response commercial,” says AAG Marketing Director Teague McGrath. “It’s different from what reverse mortgage commercials have looked like in the past. It’s not about the product features, it’s about Fred’s experience with a reverse mortgage [for his mother] and AAG’s position and presence in the industry.”
Thompson’s personal experience in helping his mother to get a reverse mortgage is independent of his work with AAG, the company stresses, but his story is present in the new messaging.
“It’s been a few years since I began talking about AAG and reverse mortgages, and since then AAG has helped thousands of American homeowners convert the equity in their homes into money they can use right now,” Senator Thompson says in the opening of one 60-second commercial. “I know personally how a reverse mortgage can help a family, maybe a family like yours.”
Thompson recently addressed the reverse mortgage industry in speaking before attendees of the National Reverse Mortgage Lenders Association annual conference in October. There, he spoke about his interest and dedication to the product. The new commercials echo that dedication, says AAG President and CEO Reza Jahangiri.
“What I love about this campaign is how clearly it shows Fred’s concern for seniors in their retirement years,” Jahangiri said. “It’s so evident that he truly cares about helping people and giving them the tools they need to achieve financial security. When he speaks about the product, you can just tell that he is speaking from the heart.”
Written by Elizabeth Ecker