retirement, millenials, TIAA

TIAA ‘Never Run Out’ Ad Campaign Uses Humor to Promote the Benefits of Lifetime Income in Retirement

Originally Published on

TIAA launched a new brand and advertising campaign that takes a different approach to encourage people to think about how they are planning for retirement. Tapping into universally relatable experiences, the “Never Run Out” campaign uses humor and cultural moments to make thinking about and taking action with retirement planning more approachable today. 

The campaign’s new, integrated creative aims to connect with audiences on a personal and humorous level using everyday moments when things run out – from camera digital storage to cell phone battery power – to bring to life the benefits of TIAA lifetime income solutions, which guarantee income throughout retirement*. 

The campaign’s creative spots can be viewed at the following links: “ Childcare ,” “ Birdwatcher ” and “ Conversation. ” 

“We can all relate to the feeling of running out of things we love and rely on – whether it’s your favorite TV series or milk for your coffee,” said Mark Elliot, Chief Marketing Officer of TIAA. “We want to tap into moments like this and take a different approach with the retirement conversation. We recognize that many people are uncertain about their financial future. Instead of stoking that uncertainty, we’re using humor and relatable moments from everyday life to reach people, and to help bring a sense of dependability, even certainty, to something as important as how you live in retirement.” 

Having access to the right solutions that will enable them to enjoy a secure retirement is a top priority for many people. According to TIAA’s 2019 Lifetime Income Survey, 69 percent of working Americans cite having an income throughout retirement that is guaranteed to be paid for as long as they live as the most important goal for their retirement plan. In addition, 88 percent of people who own an annuity with guaranteed lifetime income say it positively affects their feeling of confidence about being able to be financially secure throughout retirement. 

TIAA Traditional is a unique in-plan annuity^ that provides guaranteed monthly payments that never run out, guaranteed growth and a “sharing the profits” approach#, which can help people feel more confident about their retirement. The “Never Run Out” campaign is running across TV, online video, social, digital, print and radio properties. It was developed in collaboration with The Martin Agency.    

For more information about guaranteed lifetime income and to find out who is eligible for TIAA’s in-plan annuity offerings, visit

About TIAA

With an award-winning 1 track record for consistent investment performance, TIAA ( is the leading provider of financial services in the academic, research, medical, cultural and government fields. TIAA has $1 trillion in assets under management (as of 3/31/2019 2) and offers a wide range of financial solutions, including investing, banking, advice and education, and retirement services.

Latest News

Cesar Conde

NBCUniversal Sets Ambitious 50% Diversity Goal for Women, People of Color

Cesar Conde, chairman at NBCUniversal News Group, announced a groundbreaking goal to have a 50% diverse workforce at NBCUniversal, according to Deadline. Conde, the first Latino in this role, outlined his plans in an internal video for employees on Wednesday. The ultimate goal is for NBCUniversal, No. 7 on DiversityInc’s 2020…

Stop TB Partnership and Johnson & Johnson, with support from USAID and The Global Fund, Announce Price Reduction for SIRTURO® (bedaquiline) for Treatment of Drug-Resistant Tuberculosis in Low- and Middle-Income Countries

Originally published on Joint efforts aim to accelerate scale-up of WHO-recommended all-oral treatment regimens – a transition urgently needed to help protect the health of people with drug resistant-tuberculosis who are particularly vulnerable during COVID-19 pandemic In 2020, the initiative aims to reach at least 125,000 patients and could…

Toyota, Alabama A&M and Huntsville Hospital Collaborate to Make COVID-19 Testing Easier

Originally published on $100,000 grant provides free service to the community Alabama A & M University (AAMU), Huntsville Hospital and Toyota are developing a mobile health clinic initiative to provide free COVID-19 testing to underserved communities in Madison County. Launching later this year, the mobile medical clinic program has…

Sanofi and Regeneron Provide Update on Kevzara® (sarilumab) Phase 3 U.S. Trial in COVID-19 Patients

Originally published on Sanofi and Regeneron Pharmaceuticals, Inc. (NASDAQ: REGN) today announced that the U.S. Phase 3 trial of Kevzara® (sarilumab) 400 mg in COVID-19 patients requiring mechanical ventilation did not meet its primary and key secondary endpoints when Kevzara was added to best supportive care compared to best supportive care alone (placebo)….

TD Bank: How a PPP Loan Saved Essential Jobs for Hundreds of Frontline Healthcare Heroes Amid COVID-19

Originally published on Yet, “it’s not about earning a paycheck” for these medical responders A hero is defined as “a person who is admired or idealized for courage, outstanding achievements or noble qualities.” Never has that word resonated more than right now, with millions of frontline responders risking their…

Boeing Dreamlifter Transports 500,000 Protective Face Masks for Utah Students and Teachers

Originally published on Partnered with the state of Utah, Atlas Air, H.M. Cole, Cotopaxi, Flexport and UPS to deliver face masks to school districts with the greatest need Boeing [NYSE: BA] today completed its 12th COVID-19 transport mission, using a Boeing Dreamlifter to bring personal protective equipment (PPE) to the United…

Cox Communications Helps Keep Kids Engaged in Academics this Summer with New Virtual Programming from Boys & Girls Clubs of America

Originally posted on  Cox Communications today announced a $100,000 grant from the James M. Cox Foundation to the Boys & Girls Club of America (BGCA). The funds will help support the development of new digital programming and enhance functionality of Boys & Girls Clubs of America’s MyFuture virtual learning…