The Hartford ‘Prepares to Live’

BOSTON The Hartford is breaking a new television and print push tagged “Prepare to live” during the NCAA basketball tournament.

Director Vadim Perelman (House of Sand and Fog) shot a TV spot called “Time for Retirement” in the Southern California hills. It shows a couple seemingly packing for vacation; upon closer inspection, they have sold their home and are heading to a retirement villa in the mountains. A voiceover and title card illuminate the fact that more people spend time planning for vacation than preparing for retirement.

They arrive at their new home to a welcoming party and a banner that reads, “Welcome to the first day of the rest of your life.” The B-52’s “Love Shack” plays on the soundtrack.

The work, from Campbell Mithun in Minneapolis, is designed to reach baby boomers, who live longer than their parents’ generation and face vastly different retirement issues and concerns.

Starring in the Hartford, Conn.-based client’s ads for the straight second year is a high-tech, iconic stag (an image suggesting the company’s well-known logo.)

“The stag makes an emotional connection to our customers who recall the enduring, protective image of The Hartford from their childhood. Today, the stag is there again to help guide baby boomers as they plan the next phase of their lives,” said Ann Glover, chief marketing officer at The Hartford.

The client spends about $30 million annually on ads, per Nielsen Monitor-Plus.