The Hartford Financial Services Group of Hartford, Conn. is using humor in its latest ad campaign for its mutual funds and estate planning products. The Hartford Group's two new television ads began running in December.
Hartford's mutual fund ad stresses the need for an investor to take a long-term approach to financial planning. The ad opens with a man, appearing to be a business executive, talking about his lack of concern for long-term investing. Suddenly, the man, set afire, jumps off a 20-story building in what appears to be a movie set. The viewer then realizes he has been listening to a stunt man who does only short range planning financially since he is living a very dangerous life.