Voya Financial's Latest Campaign Motivates Us to Take Control of Our Financial Truths

Voya Financial launches its new TV and digital advertising campaign created with BBDO Atlanta.

This campaign aligns with Voya’s values and culture of inclusivity — with our new spots, ‘Maternal Confidence,’ featuring a multigenerational Indian family and ‘Cookout Confidence,’ which features secondary actors with visible disabilities. The new campaign will debut on Jan. 13th and will encourage people to increase their confidence by actively taking steps to be prepared for their financial needs today and in the future.

Both commercials feature relatable people with robust, busy lives who are confidently balancing living today with preparing for the future. The spot ‘Cookout Confidence’ highlights Voya’s ability to provide guidance for the right investments and help one be prepared for unexpected events along the way. Its companion spot, ‘Maternal Confidence’, addresses Voya’s comprehensive solutions and resources to help people get the most out of their work place benefits. Voya’s popular origami Orange Money animals, ‘Val’ the squirrel and ‘Vern’ the rabbit appear in each ad, sharing Voya’s ability to help one become financially confident through being well planned, well invested, well protected on the path to and through retirement.

As with previous campaigns that have featured those with special needs, people in the LGBTQ community, as well as Asian, Black, Latino, White, and multiethnic actors, these new spots continue to promote inclusion in support of our vision to be America’s retirement company. 

These new television commercials, in 30 and 15 second versions, will be the centrepiece of an integrated campaign that will deliver nearly 1.8 billion advertising impressions throughout 2022 across television, digital and social channels.