Aflac's Approach Must Evolve

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BOSTON Aflac on Sunday breaks its latest commercial by The Kaplan Thaler Group. The 30-second spot, “Orangutan,” features—wait for it—an orangutan that, like other animals recently cast in the client’s ads, represents rival insurance companies. When asked about the coverage it provides, the simian swings from a light fixture, plays around in a box of packing materials and makes photocopies of its hindquarters. The simple point—that there’s no replacement for Aflac’s services or its iconic duck mascot—is effectively conveyed.

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