The first ad in the series offers a Merrill Lynch manifesto with the tag line – “We’re bullish on the future – yours.”

“There’s never been a more exciting time to be a part of Merrill Lynch. With 10,000 Baby Boomers retiring every day, living longer and more complex lives, our clients need us now more than ever. These factors have created a bull market for advice that will fuel our growth as never before,” Andy Sieg, head of Merrill Lynch Wealth Management, said in a statement.

The campaign by the firm will unfold in two stages: March through June, and September through December. The ads will be featured in a combination of print, digital and radio.