ON A SMALL SCALE

Arnold targets small-business owners in its latest television effort for insurance giant The Hartford.

A 30-second spot opens with a man giving children a tour of an ice cream factory, telling them how his grand-father started the business in 1923. After taking them through rooms where product is being mixed and packaged, he leads them into a gigantic freezer. “That’s right—gotta keep it coooold in here,” he says as the camera closes in on the thermostat. Words then appear on the screen pointing to the thermostat: “Be prepared whether it stays here” (pointing to the -20 degree mark) and “Or ends up here” (pointing to 60 degrees).

“Small-business owners are passionate about their business—it’s very personal to them,” said Ann Toomey, svp, group account director at Arnold.

The spot closes with the tagline, “Always thinking ahead.” The Boston agency introduced the positioning this spring. Arnold has worked with the client since 1996.

The Hartford spends $20-25 million annually on advertising, according to CMR.

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