The Buck Starts Here With New Branding for the Hartford

Insurer puts its iconic mascot front and center

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Financial services giant the Hartford started using a mature male deer in its television advertising in the 1970s, but the majestic mascot dropped out of sight a decade ago.

Now a brand update and a new agency have brought him back and given him a voice for the first time, via several just-launched commercials targeting small businesses.

The campaign is part of a broader effort for the Hartford that bucks the trend, so to speak, of wacky insurance ads that feature freak accidents (a



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