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“Slogan to come,” the tag for Trumpet’s inaugural print and television campaign for Pan-American Life Insurance, is meant to delineate the 90-year-old insurer’s expertise in financial planning and ignorance about advertising.
A 30-second television spot, which shows a happy suburban couple removing the “For Sale/Sold” sign from their new home, reflects two facts uncovered during the shop’s research efforts. Although focus groups in Louisiana all seemed to know something about Pan-Am, people did not comprehend the array of insurance and financial products the firm offers.
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