How do you make an ordinary product memorable?  Tie it to a great idea.   You may have spotted Lincoln Financial Group’s new ad campaign which is basically, Meet Your Future Self.  In the commercial  present selfs meet ‘future selves’ (think Back to the Future).    I found three commercials on YouTube.  The sound is out of sync on the Plane, and there is a noisy interlude on the Nursery.  The third one is called ER,  I got the old raised hair on the back of neck with one of them.

In each commercial the future self gives the today self’ advice, thoughts and compliments about planning for the future and future planning well done.   It’s simple, elegant and fun, driving home the message about what life can be like in the future – if you save.  The LFG web site has a campaign companion which further fleshes out the idea — what if you could speak to your future self. 

This is strong creative work, and it will be interesting to see how this concept plays out on their bottom line.  The site upsells all the services offered by LFG in a smart, compelling, and easy to understand way.