Assante Hydrostone’s latest campaign parodies Apple spots from the mid-2000s as a light-hearted way to discuss uncomfortable questions about retirement.

The wealth management brand’s latest spot casts look-alikes of comedian John Hodgman and actor Justin Long from the famed “Mac vs. PC” commercials. Now, the pair is 20 years older but none the wiser when it comes to retirement plans.

When it comes to retirement, stereotypical activities like travelling, sitting on beaches and playing golf spring to mind, Stephen Flynn, creative director at agency partner Wunder, explains. But retirement also comes with fear-inducing numbers – such as how much the average person needs to retire or how much you should have saved by a certain age, he adds.

Flynn tells strategy the starting point for the campaign was, “How could we show someone who never really had a plan for retirement?” Since it’s a weighted question, Assante chose the recognizability and humour of the characters as a way to illustrate the two main types of financial planners.

Wunder worked with Assante on projects geared towards specific products and services, such as RRSP/TFSA and tax planning, before nailing down a brand platform – “What’s Your Plan?” – that can apply to everything.

The campaign is aimed at those who are near retirement age and is running on TV, digital streaming and social. The brand is also targeting those age 35-54 as they prepare for retirement. It’s also one of the largest production efforts for Assante Hydrostone and the first TV spot since the “What’s Your Plan?” platform was launched earlier this year.

The brand is supplementing the campaign with more functional digital throughout the year and a recent non-traditional effort called “Little Financially Free Library,” which is a series of branded Little Free Libraries in public parks.

Wunder also handled the media buy.