MetLife has used the characters from the classic Peanuts comic strip in its marketing, with Snoopy and Charlie Brown as the leads, since 1985.

Now, in what seems like an homage to the 1988 film, Who Framed Roger Rabbit, the insurer inhabits its new Super Bowl XLVI ad, “Everyone,” with cartoon characters from across the universe who span several generations of viewers (and, as in Roger Rabbit, numerous movie studios that had to give MetLife rights to their respective characters).

In addition to the Peanuts gang, we also get the Scooby-Doo gang, Mr. Magoo, Casper the Friendly Ghost, Quick Draw McGraw, The Jetsons, Richie Rich, Top Cat, Speedy Gonzalez, Pepe Le Pew, Marvin the Martian, Mr. Peabody and (his boy) Sherman, Magilla Gorilla, Underdog, Atom Ant, Voltron, Honk Kong Phooey, He-Man and the Masters of the Universe and many others.

The entire cast is revealed to visitors who “like” the company on its Facebook page.

As the characters come from all points across the universe to gather in an open field, a voiceover offers, “No matter who you are, no matter where you are from, every family, every where, should have the financial security they need. Not just the ones who can figure it out. Not just the most fortunate. Everyone.”

The 30-second ad will run during the first commercial break of the fourth quarter of the game on NBC on Feb. 5, according to MetLife. (See the full spot here.)

A social media campaign featuring characters from the “Everyone” spot will run before, during and after the game on Facebook.

“We want everyone to believe they can do it. With the new campaign, we’re going to be showing consumers that MetLife is the company making financial security achievable,” Beth Hirschhorn, MetLife’s eve and CMO, said in a statement. “Most people believe insurance is essential – they’re just not sure they’re up to the task of getting it. And the industry hasn’t made it easy…until now,” said Hirschhorn. “People don’t want to be told what they can’t do – they want to be inspired by what they can do.”

MetLife said the the campaign would continue with a 30-second anthemic spot, “Piano,” to launch later this month. An additional three TV spots will break in late February, each touching on the different themes supporting MetLife’s term-life insurance products. Print and digital elements will also support the launch.

Lead agency is Crispin Porter + Bogusky.

According to Steven Kandarian, chairman, president and CEO for MetLife, “At MetLife, we believe in empowering consumers to protect themselves financially. Our campaign highlights the steps we’ve taken to make the insurance-buying process simpler, faster, more affordable, and easier to understand.”

MetLife last year acquired naming rights to the home stadium of the New York Giants and Jets. It will be the site of Super Bowl XLVIII in 2014.