it’s nice to see an ad campaign that has the brains and courage to decide what constitutes a good position for the brand and then go after it relentlessly. given the financial nature of the product and the region from whence it hails (new england) it’s hard not to see and feel echoes of the legendary John Hancock campaign penned by Bill Heater (my old boss btw) years ago. it unabashedly plucks your heart strings. and it succeeds. as my wife said of it “It’s been ages since anyone has been sincere in an ad”.
Damn. why didn’t i think of that? sincerity! it was staring me in the face.
so kudos to both client and agency. i shall update this post with examples of work and credits.