News | January 29, 1999

The Hartford Launches New Ad Campaign On Super Bowl Sunday

The Hartford is kicking off a new ad campaign during the Super Bowl, Jan. 31. The new ads are an extension of the company's existing "Bring It On" campaign.

According to the company, the current campaign will get a boost with four new advertisements that explore tongue-in-cheek possibilities that everyday life can render, noting "Whatever Life Brings You, Bring It On."

"We found 'Bring It On' instills a positive, confident feeling that has been effective in invigorating our image as a successful, energetic and experienced corporation that can be trusted to serve customers well," said The Hartford's Chairman and CEO Ramani Ayer. "We wanted to extend that, and the significant brand recognition of our logo, the stag deer, to help distinguish The Hartford from the complex field of financial services companies."

While portraying what the company describes as its "vibrant character," the ads address the company's key industry-leading product areas—wealth-accumulation products such as annuities and mutual funds, small commercial insurance and automobile insurance.

The new campaign was developed by Boston-based Arnold Communications, which also created the current 'Bring It On' theme for The Hartford in 1997.

Breaking at the Super Bowl on FOX with two 30-second spots during the pre-game show and the third quarter, the new ads will run later on such premier programs as "60 Minutes" and "60 Minutes II" on CBS, "Moneyline" on CNN and major golf tournaments throughout the year.

For heightened visibility, The Hartford also has secured billboard sponsorship of "60 Minutes II" and "Moneyline." Print ads will run in the Wall Street Journal in 1999.

"Research shows the adage 'to know us is to love us' applies to The Hartford," Ayer said. "We want more people to know us through this campaign, and to identify with the Company's confident personality. People don't necessarily have a high interest in insurance or financial services, and often associate the industry with a stodginess that isn't inherent in The Hartford's corporate culture. With humor, we believe more people will react positively to the company and the products that are needed to secure their property and their future."

YOU MAY ALSO LIKE...