Everyone's favorite beagle 'helps you make sense of it all' in new MetLife advertising campaign; National ad campaign by Young & Rubicam debuts on Sept. 26.NEW YORK--(BUSINESS WIRE)--Sept. 25, 1995--MetLife is launching a major national advertising campaign signalling that it is a company equipped to help consumers "make sense of all" the confusing and complex financial choices confronting them. The new campaign represents the first time in MetLife's 10-year relationship with its beloved animated PEANUTS(R) characters that Snoopy Snoopy world’s most famous beagle. [Comics: “Peanuts” in Horn, 542] See : Dogs Snoopy imaginative dog. [Comics: “Peanuts” in Horn, 542–543] See : Illusion stars in a MetLife commercial along with real people. The new commercials, created by MetLife's long-time advertising agency, Young & Rubicam New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , place Snoopy in the real world with real people. The live action ads use powerful metaphors -- such as a jungle and a rocky mountain -- to illustrate that confusion and risk surround the new financial realities facing consumers today. The new "Helps You Make Sense Of It All(SM)" message suggests that MetLife provides a broad array of financial products and services -- products and services that are relevant to today's consumer who is concerned with retirement planning Retirement financial planning refers to a collection of systems, methods, and processes which, in their aggregate, support a family unit's (client's) desire to achieve a state of financial independence, such that the need to be gainfully employed is optional. , savings, insurance, etc. Snoopy illustrates that MetLife's expertise can help consumers sort through the confusion and resolve key financial issues. The new commercials incorporate state-of-the-art technology to combine the animated image of Snoopy -- created by Charles Schulz Noun 1. Charles Schulz - United States cartoonist whose comic strip included the beagle Snoopy (1922-2000) Charles M. Schulz, Charles Munroe Schulz, Schulz and long-time PEANUTS(R) animator Bill Melendez -- with live action situations, through a process referred to as layering or compositing. The resulting dramatic scenes depict the image of Snoopy in a three-dimensional format. "We decided to refresh our advertising campaign to reflect the changing world in which we live," said Harry P. Kamen, chairman and chief executive officer of MetLife. "People are overwhelmed by the growing number of financial decisions they must face every day. Placing Snoopy in a real world setting personifies our commitment to provide solutions to help consumers adapt to this changing world." "Combining live action and animation builds on our long success with the PEANUTS(R) gang and its powerful equity, and it strengthens the message that MetLife is relevant to consumers," said Peter Georgescu, chairman and chief executive officer of Young & Rubicam Inc. "In addition, seeing Snoopy in such an unusual setting will encourage viewers to take particular notice of this change on their television screens, thus helping the new message -- 'Helps You Make Sense Of It All' -- break through the clutter." "While the 10-year MetLife/PEANUTS(R) relationship demonstrates one of the most successful ad campaigns in the insurance industry, MetLife's business strategy has changed over the past decade," said Ted Athanassiades, president and chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. of MetLife. "We are re-energized and refocused to be an institution which manages relationships with consumers." The campaign will debut on Sept. 26 during prime time television shows such as the CBS (Cell Broadcast Service) See cell broadcast. Tuesday Night Movie, "Dateline" and "Wings." A print campaign is also scheduled to run in targeted business and consumer magazines and newspapers beginning this week. "Jungle Scene" The first ad in the new campaign consists of Snoopy saving a man wandering through a financial jungle. In the process, Snoopy swings through the jungle treetops, tames an actual tiger and rides off into a spectacular sunset. This animation/live action ad shows a new kind of Snoopy, coming into the real world to solve real problems. The :30 commercial ends with the announcement, "What you need is MetLife...to help you make sense of it all." "Rock Climbing rock climbing Sports medicine An 'extreme sport' in which the participant climbs rock formations, with or without ropes Injury risk Fractures, abrasions, death. See Extreme sports. Scene" The other :30 commercial depicts Snoopy scaling down a mountain to rescue a climber climb·er n. 1. One that climbs, especially a person who climbs mountains. 2. Sports A device, such as a crampon, used in mountain climbing. 3. A plant that climbs. 4. in distress as she attempts to get on top of her financial situation, and realizes, almost too late, that she needs help. The voiceover explains that MetLife "helps you to get a grip on things and helps you make sense of it all." MetLife, with over $8 billion in capital and more than $163 billion in assets under management Assets Under Management (AUM) is a term used by financial services companies in the mutual fund and money management or investment management business to gauge how much money they are managing. , is one of the most secure financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. companies in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Young & Rubicam Inc. is a world leader in commercial communications -- a partnership of preeminent companies in advertising, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , identity and design, sales promotion, direct marketing and health care communications. CONTACT: MetLife Catherine Peters, 212/578-2110 or Young & Rubicam Jeff Tolvin, 212/210-3063 |
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