on Mar 16th, 2006Prepare to Live, The Stag’s Got Your Back
Take a good look at that stag in the Hartford’s logo. Does it arouse warm and fuzzy feelings of protection — the sense that you can go to sleep at night and not worry about whether bad things will happen while you dream about that upcoming vacation.
In fact, do you spend more time planning your vacations than you do thinking about your retirement? The Hartford insurance company thinks so, or at least they want to make you believe it. The American ethic of spend today on credit what you’ll never be able to pay back tomorrow is at stake here. Where you fit in depends on your knowledge of what it really costs to retire.
Ignorance is bliss, as long as you’re standing on the fault line: Prepare to Live, because it’s too expensive to retire.
Director Vadim Perelman (House of Sand and Fog) shot a TV spot called “Time for Retirement” in the Southern California hills. It shows a couple seemingly packing for vacation; upon closer inspection, they have sold their home and are heading to a retirement villa in the mountains. A voiceover and title card illuminate the fact that more people spend time planning for vacation than preparing for retirement.
“The stag makes an emotional connection to our customers who recall the enduring, protective image of The Hartford from their childhood. Today, the stag is there again to help guide baby boomers as they plan the next phase of their lives,” said Ann Glover, CMO at The Hartford.
Insurer Reaching Out to Boomers
David Gianatasio
March 16, 2006