Living it up.

HARTFORD FINANCIAL'S new advertising campaign showcases how people should view their retirement as they live longer, healthier and, in the case of baby boomers, differently from their parents' generation. Hartford is debuting two commercials in this campaign: "Time for Retirement" and "Trading Floor" which is a revised version of the commercial that reprised the Hartford's Stag last year.

Hartford's choice of the "Love Shack" by the B-52's as the background music to the "Time for Retirement" spot demonstrates how today's retirees are different from a generation ago.

"Time for Retirement" tells the story of a couple realizing their retirement dream by moving to the mountains and being greeted by friends.

After debuting during the NCAA tournament, the TV spots can be seen on CBS golf and college football events throughout the remainder of the year. The campaign, created by Campbell Mithun, also will run in a variety of consumer and trade publications.

The "Prepare to Live" marketing campaign was launched in conjunction with new products, including The Hartford Retirement Funds and Lifetime Income Builder.