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How do you convince a baby boomer who’s still playing master of the universe that personal disaster may lurk just around the corner? That’s the problem Goodby, Berlin & Silverstein/S.F. faced as it created its first campaign for UNUM, a 145-year-old, Portland, Maine-based disability insurer poised for the coming ‘graying’ of America. For agency and client, the answer was a combination of humor and straight talk. ‘You probably feel like the bear,’ reads one headline accompanying a sweeping photo of a brown bear fishing a river for lunch.
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