1999 HARTFORD – Zoo

The Hartford Financial Services Group, Inc. announced a new corporate advertising campaign to be launched during Super Bowl XXXIII on January 31, 1999. This campaign, using humor to make light of serious products such as insurance and annuities, is an extension of their current “Bring It On” theme. The humorous campaign depicts a kangaroo escaping the zoo and almost landing on various things, such as your car, your hot dog cart / small business, and your rich great aunt who may include you in her will. The Hartford hopes to distinguish itself from other financial services companies and emphasize its industry-leading products. They also hope that humor will create a positive and confident feeling about the company and its products.

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