Aegon Spain and Transamerica are bringing that purpose to life through campaigns that put people’s everyday needs and longer-term ambitions center stage. From personalized healthcare to financial confidence, both find fresh ways to make their messages feel relevant and relatable.
Aegon Spain: health is personal
No two people experience health in quite the same way. That’s the idea behind Aegon Spain’s new campaign, which presents health insurance as a service that adapts to individual needs and lifestyles.
The creative approach breaks new ground too: Aegon Spain describes it as the country’s first insurance campaign developed entirely using AI. The technology helped the team portray a wide variety of people, places and everyday situations, while making production more efficient and flexible. The campaign makes its use of AI clear to audiences.
“At Aegon, we have been listening to people for 50 years, and what we have learned is that no two people are alike,” said Ignacio Robledo, Head of Marketing at Aegon Spain.
Launched in digital media on October 13, 2026, with outdoor advertising due to follow from November 9, 2026, it highlights a human message: taking good care of someone starts with understanding them.
Watch the video (YouTube)
US: playing The Long Game
Across the Atlantic, Transamerica’s new campaign takes inspiration from professional golfer and long-time brand ambassador Zach Johnson.
Zach’s relationship with Transamerica spans more than two decades, beginning before he joined the PGA TOUR full-time in 2004. Since then, he has recorded 12 PGA TOUR victories, including wins at the Masters Tournament and The Open Championship, as well as being the 2020 recipient of the Payne Stewart Award, which recognizes character, charity, and sportsmanship. Earlier this year, Zach began competing on PGA TOUR Champions and has already secured five victories in his first season, including one major.
Throughout his journey, Zach has demonstrated the value of consistency, preparation and a long-term approach.
Launched on September 22, 2026, The Long Game campaign draws a parallel between success on the course and progress towards life’s financial goals: both take patience, preparation and consistent effort.
Running on connected TV and social channels, the campaign brings a fresh storytelling approach to Transamerica’s work to simplify and modernize experiences across life insurance and retirement. It connects those improvements with a simple belief: meaningful outcomes are built through the decisions people make every day.
As Johnson puts it: “The memorable moments are never just about one day or one shot.”
For Transamerica, the idea behind The Long Game is more than a campaign theme.
"The Long Game reflects a perspective that's been part of Transamerica for generations," said Jay Orlandi, Chief Legal & Corporate Affairs Officer. "Whether it's helping someone protect their family with life insurance, save for retirement or take the next step toward their goals, we've seen that progress is often driven by small decisions made consistently over time. That's the idea not only behind this campaign, but also the work we do every day to serve our customers."
Different markets, different creative approaches — but a shared focus on people. Whether through healthcare that fits individual needs or financial services that support longer-term goals, both campaigns bring that purpose to life.
Learn more about The Long Game on Transamerica.com