M/W, Lincoln Financial in Storytelling Mode

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CHICAGO Martin/Williams opts for a story-based approach that positions retirement not as an ending, but rather a beginning in a new series of television spots for Lincoln Financial.

The spots, which broke earlier this week, introduce a new tagline, “Hello future,” replacing the 6-year-old “Clear solutions in a complex world.” One new ad shows a young African American girl getting advice from a high school guidance counselor to become a file clerk. As the spot continues, it shows the girl going to college, becoming an attorney and retiring as a judge.

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