Financial services and insurance company Conseco launches its first national TV campaign this week with five spots from Fallon McElligott.
The $15 million branding effort uses storytelling to detail various financial services needs.
One 30-second spot opens as a woman spies an attractive couple admiring jewelry in a shop. When she tells a friend of the sighting, the friend charges through the streets, rolling pin in hand, only to find the "other woman" is the clerk at the jewelry store.
A voiceover throughout the spot addresses health insurance, life insurance and investments for the future. The spot closes with the voiceover explaining Conseco's goal of both creating and protecting wealth.
Four other ads--two 15- and two 30-second spots--round out the campaign. The tagline is, "Create wealth. Protect wealth. For life."
The ads are designed to encourage consumers to use Conseco not only to protect wealth, but to create it, said account supervisor Mary Ann Harris. "Life can go either way, and we want to show that Conseco is there," she said.
The first spot breaks Feb. 26 on ESPN, with the campaign moving into heavy rotation during CBS' coverage of the NCAA basketball tournament in March. A $5 million print campaign breaks in financial and news magazines in April.
Fallon McElligott Berlin in New York won the Conseco account last May. Fallon retained the account after several FMB principals left, taking most clients with them, to open Berlin, Cameron & Partners.
The current work for Conseco was created by Fallon's New York and Minneapolis offices, the agency said.
Carmel, Ind.-based Conseco is a $36 billion financial services organization. Founded in 1979, it has grown significantly, acquiring Washington National Corp. and Colonial Penn Group. last year.