THERE are advertisers that change campaigns frequently. There are advertisers that change campaigns constantly.
Then there are advertisers like John Hancock Financial Services, which to paraphrase the old joke changes campaigns every 10 years whether it needs to or not.
In 1986, Hancock introduced advertising that carried the theme, ”Real life, real answers.” That campaign gained attention for its realistic approach, which in retrospect foreshadowed the subsequent ”reality” trend in popular culture.
In 1996, Hancock began reminding consumers that it sold investment products as well as insurance by introducing a campaign carrying this wordy theme: ”Insurance for the unexpected. Investment for the opportunities.’