Genworth Launch

In 2003, GE spun off Genworth Financial, the largest Insurance and Financial Services IPO in history. The launch TV commercial featured Andre Agassi and Steffi Graf; the subsequent $35 million brand campaign featured in-depth profiles of real people—all centenarians—running across a variety of media, including television, print, Internet, and digital media.

Centenarian Campaign

Ever wonder what life would look like at 100? Genworth Financial campaign provided a glimpse into the future and shattered the stereotypes of aging. The television, print and web campaign defied some long-held advertising tenets too.
A departure from the traditional "youth sells'' ad concept, the series features a pilot, trumpeter, water skier, columnist and other individuals 100 years of age or older, enjoying active and fulfilling lives. The campaign is designed to highlight the need for financial products and security at any stage of life, including life and long-term care insurance, retirement income and mortgage insurance.