Media Contacts:

NEW YORK

Lisa Tibbitts
212-314-2811
lisa.tibbitts@axa-equitable.com

Mary Taylor
212-314-5845
mary.taylor@axa-financial.com

AXA EQUITABLE BECOMES FIRST-TIME SUPER BOWL ADVERTISER

Two New "800-Pound Gorilla" Commercials Will Launch, Focusing on Guaranteed Income for Life

NEW YORK, Jan. 31, 2007 - AXA Equitable Life Insurance Company announced today that it will premier two new commercials in its recognized "800-pound gorilla" series of spots in selected cities in connection with Super Bowl XLI. This marks the first time in the company's history that AXA Equitable has advertised during the Super Bowl. The company will also begin advertising on a local basis in nine markets nationwide, an expansion from four markets last year.

"As the only insurer dedicating its entire broadcast advertising program to promoting the benefits of annuities, AXA Equitable delivers an excellent value proposition to the affluent pre-retirement market," said Barbara Goodstein, AXA Equitable's Executive Vice President of Marketing and Product Development. "The message of our ads - specifically guaranteed income for life - is quite a departure from the beverages and snacks promotions often seen during sporting events."

The national advertising campaign seeks to encourage the approximately 77 million baby boomers in America to stop ignoring the 800-pound gorilla in the room when it comes to their retirement planning and, at the same time, to consider making an annuity from AXA Equitable part of their portfolio.

On Sunday, Feb. 4, AXA Equitable will air the spot titled "Elevator" in New York and Washington, D.C. during the CBS "Super Bowl Today" pre-game show, and in St. Louis and Denver during Super Bowl XLI. In "Elevator," the 800-pound gorilla explains the need for a form of guaranteed lifetime income to a man in an elevator who has just come from his retirement party. In "Steam Room," which will premier later, the gorilla and a pre-retiree sweat over how he will fund his looming retirement. The new commercials will run along with the 2006 ads, "Breakfast" and "Nighttime," during the 2007 advertising rotation.

Disks containing the spots are available upon request for broadcast purposes.

This year, AXA Equitable will continue its network television ads in New York, Chicago, and Miami, and will expand to Washington, D.C., St. Louis, Tampa, Atlanta, Denver, and Minneapolis. National cable television advertising will continue, as well . Additional airings on Bloomberg and CNN will begin the week of Feb. 5 and run throughout the year.

"By focusing on very specific markets, we've managed to reach our audience for a fraction of the cost compared to the approximately $2.6 million for a national 30-second spot during the Super Bowl," said Ms. Goodstein. "We will reach 30% of our target audience by advertising in these nine spot markets an 18% increase over 2006."

AXA Equitable launched the first in this series of ads last year. The campaign, created by Merkley + Partners, features an animatronic gorilla that appeared in the major motion picture "Instinct" from Touchstone Pictures (1999).

About AXA Equitable

AXA Equitable Life Insurance Company is the principal life insurance subsidiary of AXA Financial, Inc., providing life insurance, annuities and other needs-based products and services for the financial services market, co-distributed by AXA Advisors, LLC, and AXA Distributors, LLC. AXA Financial is one of the premier U.S. organizations providing financial protection and wealth management, and had approximately $643.4 billion in assets under management as of December 31, 2005. AXA Financial is a member of the global AXA Group, which had $1.3 trillion in assets under management as of December 31, 2005. All guarantees are based on the claims-paying ability of AXA Equitable Life Insurance Company (AXA Equitable).

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