AXA Equitable Life Insurance Company announced today that it will premier two new commercials in its recognized "800-pound gorilla" series of spots in selected cities in connection with Super Bowl XLI. This marks the first time in the company's history that AXA Equitable has advertised during the Super Bowl. The company will also begin advertising on a local basis in nine markets nationwide, an expansion from four markets last year.

"As the only insurer dedicating its entire broadcast advertising program to promoting the benefits of annuities, AXA Equitable delivers an excellent value proposition to the affluent pre-retirement market," said Barbara Goodstein, AXA Equitable's Executive Vice President of Marketing and Product Development. "The message of our ads - specifically guaranteed income for life - is quite a departure from the beverages and ...