John Hancock Financial Services has launched its new “Cursor” advertising campaign, featuring three ads that show how people talk about financial topics like saving money for retirement and protecting their family legacy.

The premise of the campaign is that these important conversations, which once took place in person, are increasingly conducted via e-mail or instant messaging, and often late at night or on the go.

“The Cursor ads evoke John Hancock’s longstanding advertising legacy of depicting real people, grappling with important financial concerns, in an intimate and truthful way,” said Jim Bacharach, vice president of advertising. “A strength of this campaign is that it brings up the uncertainty consumers feel, and makes the viewer or reader think about their own financial situations.”

The Cursor ads are relatively hushed, compared with many advertisements today, featuring only the clicking sounds of a cursor or ambient night sounds.

Over the course of the next year, John Hancock is expected to spend $26 million for the campaign.

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