Campbell Mithun Digitizes Insurer’s Icon

CHICAGO Campbell Mithun brings back the stag deer icon—this time in electronic form—in its first work for The Hartford Financial Services Group.

The television effort, which will break during NCAA basketball coverage this weekend, features a voiceover by legendary UCLA basketball coach John Wooden and the digitized animal showing up in unexpected places. In the first spot, the deer walks down a trophy-lined hallway, emerging onto a basketball court. The second spot shows the stag walking on the floor of the New York Stock Exchange.

“In both appearances, the stag has a great deal of humanity,” said Jack Rooney, president of the Minneapolis shop, in a statement. “With his wet nose, the nuances of his movements, and his quiet strength, he not only gets noticed but he inherently belongs in both situations, providing a beacon of trust and confidence.”

Previous use of the iconic stag featured a real animal walking through neighborhoods and at various business locations. The modern digitized version was created by Rhythm & Hues, the Hollywood, Calif., special effects company that has worked on movies like Babe, Garfield and Stuart Little.

The two spots will run throughout the year during NCAA sports and professional golf coverage. Spending was not disclosed. The Minneapolis-based Interpublic Group agency won the estimated $20 million account in January by besting the incumbent, Havas’ Arnold in Boston, in a review.