The campaign will promote Standard Life’s Sipp and income drawdown facility and will be aimed at baby boomers.
The advertisements are expected to appear on TV and billboards and will encourage people to speak to an independent financial adviser. The campaign is believed to be costing around £7m.
The company is holding launch events for selected advisers in early January.
A spokesman says: “The campaign is designed to get consumers to think about their finances in a different way and hopefully drive them to see an IFA. It is going to be very different for Standard Life and very different for financial services.”
Richard Jacobs Pensions & Trustee Service managing director Richard Jacobs says: “The industry needs to get out there and push consumers to take control of their finances again. My fear is that if the bad news continues, financial products will remain at the bottom of the buy list but someone has to be the first to put their toe in the water.”