“They say: retirement means the end of your working years.”

“We say: plan well — so you can redefine retirement any time and any way you want. For many, it will be a bridge to a second career. A new business. Or a true labor of love.”

“The generation that wouldn’t trust anyone over 30…never planned on a 30-year retirement…

“…Let’s save retirement by saving for retirement. That’s Allstate’s stand.”

“Do what beauty contestants talk about (but never get around to).”

“Retirement is your chance to contribute in a whole new way.”

“What did you want to do before you started doing what you’re doing?”

“You only retire once — providing you do it right.”

Hit.

Fidelity and other financial services firms are trying to show that their brokers know about more than stocks and bonds. In this one, Fidelity’s rep is helping a customer make plans to become a teacher.

Marc writes in Encore: “These marketers have not gone soft. Their campaigns were not produced by their charitable foundations, not be their departments of corporate social responsibility. They are the results of focus groups and surveys of what their target audiences are looking for.”