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Hartford Financial is bringing back its iconic stag and MassMutual is recognizing the dedication of hockey moms in a new campaign with the National Hockey League.
  • Lori Chordas
  • June 2019
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The Buck (Doesn't) Stop Here 

HARTFORD FINANCIAL SERVICES GROUP is bringing back a piece of iconic history in a new advertising campaign that targets small-business owners.

The Hartford Buck, a widely recognizable brand symbol for the company, is featured in a series of new ads that are told from the buck's perspective for the first time in the company's advertising history. The “Nothing Small” campaign is comprised of three ads that spotlight small-business owners pursuing their unique ambitions and showcasing what they do best. For instance, an accountant is depicted as a superhero and a barber is a magician.

The company introduced its iconic stag in television advertising in the 1970s. “We decided to move away from using the buck in 2008 to spend more time focusing our advertising on customers and the need for insurance,” said Kathy Bromage, chief marketing and communications officer at Hartford Financial.“The Hartford's logo is one of the most recognized in our industry. We have a lot of equity in it and our logo has helped people see our company as trustworthy, long-standing and reliable. So why not create opportunities to take advantage of that value that companies spend decades trying to create?”

The ads starring the Hartford Buck are airing on cable news stations, along with streaming services such as Hulu and Roku. The campaign also includes print, digital and social media ads.


Mother's Day

Photo courtesy of MassMutual

MASSACHUSETTS MUTUAL LIFE INSURANCE CO. is teaming up with the National Hockey League in a multiyear partnership that recognizes the dedication and support of mothers to the sport.

MassMutual and the NHL created this first campaign to share inspiring stories about that commitment and crown one mother as the recipient of the first “NHL Most Valuable Hockey Mom” award. The winner, who was announced on Mother's Day, received an all-expense paid trip to this year's NHL Awards in Las Vegas and an invitation to ride on the NHL float in this year's Macy's Thanksgiving Day Parade in New York City. MassMutual is a presenting partner of this year's NHL float. MassMutual will be sharing hockey moms' inspiring stories throughout the 2019-20 NHL season via digital networks and will have a significant presence during NHL events and across NHL broadcast and digital media channels throughout the regular season and Stanley Cup Playoffs.

As part of the partnership, MassMutual is now the Official Life Insurance and Retirement Planning Partner of the NHL. MassMutual has been a retirement plan provider of the NHL since 2002.


Lori Chordas is a senior associate editor. She can be reached at lori.chordas@ambest.com.


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