Financial institutions have been making a habit of trying to connect with consumers on a more human level, and the new campaign from Lincoln Financial Group is no exception. The Radnor, Penn.-based firm unveiled its "The Responsibility of Love" campaign March 7its first work from FCB New York, which won the account last August.

A 30-second black and white spot features a series of expressions of love, like a mother blowing on the too-hot food of her child, or a father helping his son tie his neckwear. The ad is set to the song "Love Me Tender." The campaign strives to reinforce the importance of protecting and providing for loved ones, according to the company.

"We designed every element of this campaign to evoke genuine emotion and connect with consumers in a personal and motivating way," said David Wozniak, VP and head of advertising and sponsorships for Lincoln Financial, in a statement.

The new campaign, which will include a national TV, radio, print and digital push, replaces "Chief Life Officer," which had been created by Gyro.

Read more about the campaign over at AdAge.com.