TIAA-CREF launches TV campaign

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New York —TIAA-CREF (Teachers Insurance & Annuity Association-College Retirement Equities Fund) launched a national television campaign to raise awareness of the financial services organization among professionals in the academic, medical and cultural fields.

The TV spots were created by Boston-based agency Modernista! and were directed by Oscar-winning filmmaker Errol Morris. The spots mark the next phase of TIAA-CREF’s branding campaign, “For the Greater Good.”

The five spots portray a professor, doctor, nurse, groundskeeper and artist, showing how TIAA-CREF provides financial services to improve their lives.

The spots are running on TV shows including “Good Morning America,” “The Today Show,” “20/20,” “Dateline” and “Boston Legal.”

The TV campaign will be followed by radio, print and online.

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