To establish a symbol as iconic as the swoosh and the arches requires an investment of time and money.

Pacific Life is making just such an commitment. (Download your Pacific Life whale-song ringtone here.)

The humpback whale has been the embodiment of Pacific Life since 1997, a few years before Geico hired the gecko and Aflac the duck. Featured in nonspeaking roles, the whale is working hard to build brand identity for the insurer.

A recent TV spot features whales slapping tales to music. Nothing more. No voiceover. No sales pitch. Imagine spending millions on advertising to show whales breaching.

Pacific Life takes the connection a step further through its foundation’s contributions to whale preservation and improving the health of the oceans. “At Pacific Life, the whale symbolizes what is possible when people stop and think about the the future,” says the announcer in a TV spot.

Does saving whales work as a metaphor for endowing the next generation?