U.S. Trust, part of Bank of America Private Wealth Management, is launching a summer TV advertising campaign aimed at ultra-high-net-worth individuals.

The ads feature images of moments in people's lives and ask what it means to work with a company that understands a high-net-worth individual's financial needs and goals. The campaign will be tied into televised major sporting events this summer. It recently premiered during the French Open on ESPN2, on ESPN's  SportsCenter and during daily programming on CNBC.

"Our research shows there are two areas of interest for the [wealthy] and those are educating the next generation and elder care. We want to focus on those issues and we have incorporated that into the TV ad," said Jean Fitzgerald, managing director and head of marketing for U.S. Trust.

The advertisements were developed in collaboration with Hill Holliday, an advertising firm based in Boston. Similar ads will be featured at several major league baseball stadiums across the country.

-Karen DeMasters