While most firms are cutting back on their advertising, Hartford Financial Services Group is sinking $20 million into its first ad campaign in three years, the company announced today. The ads will first appear during the NCAA Basketball Tournament this month.
The new ads will also appear on NBC, CBS, CNN, CNBC as well as other cable networks. Print ads will appear in The New Yorker, The Atlantic Monthly and The Wall Street Journal.
Rather than focusing on major lifetime events that impact financial needs, Hartfords ads will depict everyday, mundane scenes to convey the importance of taking care of long-term investment and insurance needs, the company said. The ads will include scenes of a commuter waiving goodbye to his family from a departing train, a business owner trying to balance work and family duties and young sisters measuring their height.
The 30-second spots have no narration and were directed by Tony Kaye who directed the movie "American History X." The ads accompanying music was scored by Thomas Newman, who is responsible for the music in such movies as "American Beauty" and "Pay it Forward." The ads were developed by Arnold Worldwide in Boston.