TIAA "Never Run Out" ad campaign uses humor to promote the benefits of lifetime income in retirement

Campaign turns typical retirement advertising on its head to make thinking about and taking action toward one’s financial future more approachable today
NEW YORK June 25, 2019 – 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.

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1 The Lipper Mixed-Assets Large Fund Award is given to the group with the lowest average decile ranking of three years’ Consistent Return for eligible funds over the three-year period ended 11/30/15 (against 39 fund families), 11/30/16 (36), 11/30/17 (35) and 11/30/18 (35). Note this award pertains to mixed-assets mutual funds within the TIAA-CREF group of mutual funds; other funds distributed by Nuveen Securities were not included. From Thomson Reuters Lipper Awards, © 2019 Thomson Reuters. All rights reserved. Used by permission and protected by the Copyright Laws of the United States. The printing, copying, redistribution, or retransmission of this Content without express written permission is prohibited. Certain funds have fee waivers in effect. Without such waivers ratings could be lower. Past performance does not guarantee future results. For current performance, rankings and prospectuses, please visit the Research and Performance section on The investment advisory services, strategies and expertise of TIAA Investments, a division of Nuveen, are provided by Teachers Advisors, LLC and TIAA-CREF Investment Management, LLC. TIAA-CREF Individual & Institutional Services, LLC, Teachers Personal Investors Services, Inc., and Nuveen Securities, LLC, Members FINRA and SIPC, distribute securities products.
2 Based on $1.026 trillion of assets under management across Nuveen Investments affiliates and TIAA investment management teams as of 3/31/19.

*Any guarantees under annuities issued by TIAA are subject to TIAA's claims-paying ability. TIAA Traditional is a guaranteed insurance contracts and not an investment for federal securities law purposes.
^TIAA Traditional is issued by the Teachers Insurance and Annuity Association of America.  
# We give back profits, sharing $10 billion with TIAA Traditional plan participants over the past 3 years (Amount paid as of 12/31/18).TIAA may share profits with Traditional Retirement Annuity owners through declared additional amounts of interest and through increases in annuity income throughout retirement. These additional amounts are not guaranteed.
Investment, insurance and annuity products are not FDIC insured, are not bank guaranteed, are not deposits, are not insured by any federal government agency, are not a condition to any banking service or activity, and may lose value.
TIAA-CREF Individual & Institutional Services, LLC, Teachers Personal Investors Services, Inc., and Nuveen Securities, LLC, Members FINRA and SIPC, distribute securities products. Annuity contracts and certificates are issued by Teachers Insurance and Annuity Association of America (TIAA) and College Retirement Equities Fund (CREF), New York, NY. Each is solely responsible for its own financial condition and contractual obligations.
©2019 Teachers Insurance and Annuity Association of America-College Retirement Equities Fund, New York, NY 10017