Insurance company London Life has begun a new national advertising campaign for its Freedom 55 Financial service. These are the first new English-language ads for the brand since 2009. The 13-week campaign includes online, newspaper and out-of-home ads, as well as a website. The out-of-home component makes use of ads in office towers, subways, restaurants and fitness centres. The initiative is aimed at Canadians who do not yet have a financial advisor or have not yet developed a financial plan. According to the company, the aim is to broaden public perception of the brand beyond the idea of early retirement to encompass the achievement of any financial goal. "Freedom 55 Financial is here to help Canadians achieve financial success in whatever way they define it," said Alf Goodall, senior vice-president of individual marketing at London Life. "It can be grand, like taking an early retirement, sailing around the world, engaging in personal philanthropy in your community or helping build homes in Guatemala, helping grandchildren through college or university, or going back to university for a law degree in your 70s. What's important is how our clients define freedom. They tell us what. We'll show them how."