The Joys of Financial Freedom

Money means independence in BaylessCronin’s first advertising for Jefferson Pilot Financial.

Three television spots, which broke in mid-March, will air on network shows including Frasier, The West Wing, Law & Order, The Practice, Dateline and 60 Minutes. The 30-second ads will also appear on CNN and CNBC. Supporting print will run in the trade press.

The media budget is estimated at $6-10 million.

“Most people don’t think of yachts and mansions when they talk about financial freedom,” said Jerry Cronin, creative director at the Atlanta shop, who, with copywriter Mark Cohen, created the campaign.