Transamerica Launches The Long Game, Featuring Professional Golfer Zach Johnson

New advertising campaign highlights how meaningful outcomes are built over time while reinforcing Transamerica's focus on simpler, more seamless experiences

Transamerica today launched The Long Game, a new advertising campaign featuring professional golfer Zach Johnson, a two-time major champion and longtime Transamerica brand ambassador. Inspired by the patience, discipline and long-term perspective that define success both off and on the course, the campaign reflects the company's commitment to helping people navigate life's financial journey.

It also marks a new chapter in how the company tells that story, while remaining grounded in a mission that has guided Transamerica for more than a century.

The campaign builds on years of work to simplify and modernize how people experience Transamerica. Across its life insurance and retirement businesses, the company has introduced a range of enhancements designed to reduce friction, create more seamless experiences and help customers, financial professionals and employers take important financial steps with greater ease. The Long Game theme brings these efforts together around a core belief that meaningful outcomes are shaped through the decisions people make every day.

Johnson'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, Johnson began competing on PGA TOUR Champions and has already secured six victories in his first season, including one major.

Throughout his journey, Johnson has demonstrated the value of consistency, preparation and a long-term approach.

"Any success I've been fortunate to have is the result of a lot of people working toward a common goal over time," said Johnson. "The memorable moments are never just about one day or one shot. They're built through preparation, commitment and the support of great teammates, family and partners along the way. That's a mindset that applies well beyond golf."

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's DNA 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 an important step toward their goals, we know progress is often driven by small decisions made consistently over time. That's the idea behind this campaign, and it emboldens the work we do every day to serve our customers."

The campaign will run on CTV and across social channels. Explore more about The Long Game here.

About Transamerica

Transamerica believes everyone deserves the opportunity to live their best life. It's what inspires us to be a champion for helping everyday Americans thrive. As a leading provider of life insurance, retirement, and investment solutions for more than 10 million Americans, we help people make the most of what's important to them.

Supporting our customers' financial futures with innovative products and services has been our mission for more than 120 years. In 2025, Transamerica fulfilled its promises to customers, paying more than $52.6 billion in insurance, retirement, and annuity claims and benefits, including return of customer-paid annuity premiums.

Transamerica is part of the Aegon group of companies. Aegon is an international financial services holding company.

For more information, visit www.transamerica.com.

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