If the camera angles in the new Pan- American Life television spots seem a little shaky, or the headlines in the print and outdoor a bit too straightforward, there's a simple explanation. While
Pan-American Life has offered innovative insurance and financial products since 1911, it's only been advertising in a comprehensive way since the last week of April. They're new at this whole
advertising thing. The newly launched multimedia campaign, created by Trumpet, includes national trade magazine ads and consumer-focused television, print and outdoor advertising in Pan-American's
headquarters market, New Orleans. The campaign also includes the launch of a special
website, which features the tongue-in-cheek copy "This is our Web page. (We
hear they're popular)." Pan-American plans to extend the introductory campaign to other regions within the year.
"Insurance advertising is the least liked of all advertising. So there's a special
challenge to create interest," said Trumpet co-creative director Pat McGuinness. "But Pan-American has a great story. Their lack of advertising experience is endearing. That fact highlights the
uncommonly earnest way they do business: straight talk about great products they are constantly improving and which they service with a vengeance."
