The Hartford Financial Services Group Inc. in March launched a new corporate advertising campaign that uses everyday life occurrences that the carrier hopes will get viewers to think about their financial needs.By focusing on unassuming everyday moments of people's present lives, The Hartford's approach marks an unexpected shift from more traditional advertising scenarios often used by financial services companies that highlight a future major life event or catastrophe.

The ads feature sisters measuring their growth, a commuter waving good-bye to his family from the train, and a business owner trying to balance work and family responsibilities. The campaign's tagline reminds customers that the company is Always Thinking Ahead, The ads are on view at

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