"Friends" and the rest of the season premieres for the new fall television lineup are back, so New York Life Insurance Co. figured now would be a good time to launch a $43 million ad campaign.

The new campaign, titled "Heritage," will extend over the next 15 months through the end of 2003, taking the company's "Citiscape" campaign, which premiered in 2000, to the next level, said Carolyn Martin Buscarino, SVP, corporate communications at the New York-based firm.

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