Financial services giant John Hancock is rolling out a new ad campaign dubbed "Cursor" that focuses on the often difficult conversations family and friends have about money, with one TV spot featuring
a husband talking to his wife about his mother's retirement funds. The ads are supposed to "evoke John Hancock's long-standing advertising legacy of depicting real people, grappling with important
financial concerns, in an intimate and truthful way," says Jim Bacharach, the company vice president of advertising.
Spending on the effort over the next 12 months will run to $26
million and the ads are breaking this week on cable nets including History, the travel Channel and Fox News while print executions are set for Sports Illustrated, The Wall Street Journal
and other publications.
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