• by Larissa Faw , January 5, 2016

Voya Financial has allocated $100 million dollars to rebrand the company from ING and the financial institution is now spending some of that dough on celebrity spokespeople. 

"Mom" star Allison Janney and "Modern Family" regular Jesse Tyler Ferguson appear in a new series of 30- and 15-second TV spots to underscore the importance of saving for retirement. The first spot, featuring Janney, debuted on Monday, Jan. 4, while the second, with Ferguson, will launch later this winter. 

Ferguson and Janney’s celebrity status is meant to draw attention to the Voya brand. These personalities appear in Voya's animated origami with “spokes-animals” Vern the rabbit and Val the squirrel. 

In the commercial starring Janney, Val the squirrel utilizes her acorns to show Janney "the importance of taking small steps toward saving for the future." In the spot starring Ferguson, Vern the rabbit explains how putting away a little money regularly helps him multiply his savings.

Voya worked with BBDO Atlanta on the creative, while production company Park Pictures, post production shop P.S. 260 and graphics agency The Mill helped to execute the animation. 

"As a company building an exciting new brand, we want consumers to know who we are and that Voya can help them plan, invest and protect their savings so they can get ready to retire better,” stated Ann Glover, chief marketing officer, Voya. “We want to change the way people think about retirement.”

The new commercials will air on a range of sports news channels, lifestyle networks and cable properties. Voya is sponsoring “Real Money” personal financial segments on ABC's "Good Morning America," as well as “Eye on Money” personal finance segments on "CBS This Morning." 

In addition, Voya will sponsor CNBC’s "One Hour In,"  Fox News’ "America's NewsRoom" - “Morning Market Report” and financial segments on CNN’s "The Lead With Jake Tapper."  

They spots will also serve as online videos to supplement the broader Orange Money campaign running across digital media channels. The Orange Money campaign has run since 2013 and is anchored by the myOrangeMoney site.  

Voya says this initiative will deliver over 1.8 billion advertising impressions throughout 2016 across television, digital and social channels.