New television spots focus on helping small business owners pursue their unique ambitions and prevail through unexpected challenges, reinforcing that ‘The Buck’s Got Your Back’
Campaign capitalizes on the strength and familiarity of the company’s iconic logo
HARTFORD, Conn.--(BUSINESS WIRE)--The
Hartford launched a new small business advertising campaign that
brings back a live depiction of the company’s historic icon, with the
ads told from his perspective for the first time in the company’s
advertising history. A live representation of the logo first appeared in
The Hartford’s television advertising in the 1970s and last appeared in
2008.
“The Hartford Buck is a widely recognizable symbol for the company. We
believe that by reintroducing him, we will increase the memorability of
our advertising and brand promise,” said Kathy Bromage, chief marketing
and communications officer for The Hartford. “Throughout our history,
our logo has represented strength and confidence. In the new
commercials, the Buck serves as the company’s spokesperson, highlighting
our commitment to, and respect for small business owners, reinforcing
that they can be confident knowing that the Buck’s Got Their Back. While
the new commercials focus on small business, this is the promise we make
to all of our customers across all of our business lines.”
Television Commercials
The new small business-focused television campaign, “Nothing Small,”
comprises three ads that spotlight small business owners pursuing their
unique ambitions, showcasing what they do best – a baker as an artist,
an accountant as a superhero and a barber as a magician. The ads are
told through the perspective of The Hartford Buck and we hear his
thoughts, driving home the message with a new tag line that when it
comes to protecting your own business, “The Buck’s Got Your Back.”
The 30-second spots are airing on cable news stations such as CNN, Fox
Business Network, CNBC, Bloomberg and MSNBC, as well as streaming
services such as Roku and Hulu. The new campaign will also appear in
print, and on digital and social media.
The Hartford partnered with its advertising agency of record, Terri
& Sandy, on the strategy and creative execution for the new
campaign, and the spots were directed by renowned Swedish commercial
director, Filip Engstrom of SMUGGLER, a
commercial, film, TV, theatre and music video production company. The
Buck featured in the commercials was developed using computer-generated
imagery (CGI) by The
Mill, a creative technology and VFX studio that collaborates on
projects for the advertising, gaming, music and film industries.
"The logo is one of the greatest equities of The Hartford,” said Terri
Meyer, CEO of Terri & Sandy. “It was time to bring the Buck into the
spotlight, give him a personality and tell the story of The Hartford’s
mission from his perspective. The new tag line is a promise from The
Hartford that our country's small business owners can feel confident and
protected with The Hartford behind them.”
Refreshing The Hartford’s Brand
The new small business ads are an integral part of an update to The
Hartford’s overall brand messaging platform that includes the new tag
line and purpose statement – we underwrite human achievement; which is
predicated on the company’s belief that people are capable of achieving
amazing things with the right encouragement and support.
The Hartford will incorporate the new message platform across the
enterprise including a redesigned company website,
advertising in key trade publications for the Group Benefits and Middle
Market businesses, as well as updating its Personal Lines television
advertising.
“People are increasingly looking to engage with purpose-driven companies
and throughout our history our purpose has been to protect and enable
human achievement,” Bromage said. “We provide our customers with the
insurance protection they need to pursue their unique ambitions, seize
opportunity and prevail through unexpected challenges.”
The Hartford Buck
Although it is unknown exactly when the iconic symbol first appeared as
The Hartford’s logo, the earliest use on record is on the 1861 policy
issued to Abraham Lincoln. It depicts a hart fording (a deer crossing) a
stream. The company’s logo was likely inspired by the seal of the city
of Hartford, which in turn borrowed from the 17th-century
seal of Hertford England. By 1867, the logo began to echo the majestic
stag depicted in Sir Edwin Landseer’s 1851 painting, “The Monarch of the
Glen.” The logo art and style have continued to shift throughout the
years to adjust to the changing art and print needs, however, the Buck
remains a clear descendant of the “Monarch of the Glen.”
About The Hartford
The Hartford is a leader in property and casualty insurance, group
benefits and mutual funds. With more than 200 years of expertise, The
Hartford is widely recognized for its service excellence, sustainability
practices, trust and integrity. More information on the company and its
financial performance is available at https://www.thehartford.com.
Follow us on Twitter at www.twitter.com/TheHartford_PR.
The Hartford Financial Services Group, Inc., (NYSE: HIG) operates
through its subsidiaries under the brand name, The Hartford, and is
headquartered in Hartford, Conn. For additional details, please read The
Hartford’s legal notice.
HIG-C
Some of the statements in this release may be considered forward-looking
statements as defined in the Private Securities Litigation Reform Act of
1995. We caution investors that these forward-looking statements are not
guarantees of future performance, and actual results may differ
materially. Investors should consider the important risks and
uncertainties that may cause actual results to differ. These important
risks and uncertainties include those discussed in our 2017 Annual
Report on Form 10-K, subsequent Quarterly Reports on Forms 10-Q, and the
other filings we make with the Securities and Exchange Commission. We
assume no obligation to update this release, which speaks as of the date
issued.
From time to time, The Hartford may use its website to disseminate
material company information. Financial and other important information
regarding The Hartford is routinely accessible through and posted on our
website at https://ir.thehartford.com.
In addition, you may automatically receive email alerts and other
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