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.