TIAA-CREF is addressing its clients' concerns in a new ad campaign.

The company commissioned ad agency, Modernista!, to create an TV spot that uses words like, "perplexed," "nervous," "sullen" and "resentful" to address some investor concerns. The spot then tells investors they are "not alone" and adds that last year more than 245,000 people moved money to the company.

"We developed the ad campaign to capture the client experience that we were seeing through our call centers and individual counselors," Jamie DePeau, SVP and head of marketing for TIAA-CREF, told the MFWire in an interview.

DePeau said the adjectives used in the commercial were the exact ones that TIAA-CREF had been hearing from clients.

The ad spot also conveys that TIAA-CREF has the strength and experience to guide its clients though the tough economic climate with the message that tells viewers they are not alone, DePeau said.

The commercial was designed to run during this month's NCAA basketball tournament, DePeau said. "NCAA has a strong reach to all of our participants, both individual and institutional," DePeau says.

TIAA-CREF has worked with Modernista! since 2003. The agency created TIAA-CREF's first nationwide branding campaign in 2004.  

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