Bank of America’s new ad campaign, aimed at the affluent customer with assets of between $100,000 and $3 million, attempts to demystify IRAs using subtle, gentle humor. The ads are meant to give customers the belief that Bank of America offers knowledgeable, trustworthy advice for consumers who are planning their retirement.

The ad agency that produced the ads said that findings from focus groups told them that many people did not have even rudimentary knowledge about IRAs. The campaign’s central theme is to differentiate the bank by positioning it as a destination for worried investors with lots of questions and uncertainty about IRAs.

Critics note that the ads do not give a lot of detail explaining why Bank of America’s IRAs are better than other bank’s IRAs.