Pan-American Life Launches 'New At Advertising' Campaign

  • May 28, 2002
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."

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