Description
Retirement planning doesn't usually involve wobbly first steps on ice, but for Symetra and Seattle independent agency Copacino Fujikado, that's the strategy.
Season 3 of Symetra's "Plan Well. Play Well" campaign is launching in time for the 2026 Winter Olympics, featuring Sue trading in the basketball court for the ice rink.
In the first spot, which goes live Feb. 5, world champion figure skater Tara Lipinski teaches Sue how to figure skate, and with her hilarious wobbling and struggling, Sue eventually finds her footing for a grand finale performance. The second spot, launching Feb. 16, features another world champion and PWHL star, Hilary Knight, teaching Sue ice hockey!
“Women entering retirement today have more wealth and financial influence than any generation before them, and we wanted to show what’s possible when you plan for the future you envision,” said Trinity Parker, SVP and Chief Marketing Officer at Symetra. “Partnering with Sue allowed us to bring that story to life in a light, uplifting way. Whether you're learning to skate or building financial security, it all comes back to having the freedom to explore what’s next. Copacino immediately understood how to express that message in a way audiences could genuinely connect with.”
"We wanted to show that retirement isn’t an ending, it’s a new beginning,” said Mike Hayward, Chief Creative Officer at Copacino Fujikado. "The campaign aims to demonstrate what's possible when you plan well and open yourself up to new challenges.”
The campaign is running nationally through April 30 with a $2M media investment across YouTube, YouTube Shorts, and Meta, strategically launching the day before the Winter Olympics begin.
“It’s fun because this campaign exists at the intersection of some hot cultural touch points,” said Zac Baker, Director of Brand Creative at Symetra. “All eyes are on Hilary Knight as she captains the PWHL’s recently expanded Seattle Torrent team. Tara Lipinski is an Olympics commentator and current contestant on NBC’s Emmy award-winning “Traitors” reality show. And hockey is experiencing a huge—no, heated—moment in the spotlight.”
The brand's retirement products focus on empowering people to create their own financial freedom, reinforced by the new tagline introduced this season: "Plan well. Be well. Live well."
The ongoing series follows Bird as she learns new hobbies in retirement - from learning hip hop tap and beekeeping in Season 1 to ninja warrior training and volunteering at an animal sanctuary in Season 2.
This professional campaign titled 'Plan well. Be well. Live well.' was published in United States in February, 2026. It was created for the brand: Symetra, by ad agency: Copacino Fujikado. This Film medium campaign is related to the Finance and Sports industries and contains 1 media asset. It was submitted 19 minutes ago.
