Ameriprise is an American behemoth. Owned by AmEx, it is America’s No.1 Financial Planning company. We won the pitch in their second month of operation and rolled back the years to create a series of long copy ads. Even though long copy is long dead, the argument was that people looking for financial advice are pouring through the finance pages looking for information. So if you get them hooked, they would read. Hard to measure the success of this campaign since the client is cagey about numbers. But working on a financial category is always difficult. Somehow we even managed to have some fun.