Neil Irwin, Washington Post

The advertising campaign is titled “Thank You America,” the company said in a news release Monday, and it debuts New Year’s Day. It spotlights the insurers’ employees “telling AIG’s story and sharing their pride in the company,” and showing how the company has helped America rebuild after devastation, such as in Joplin, Mo. after a devastating tornado and in the aftermath of  Hurricane Sandy. Look for the ads in college football bowl games, NFL playoff games, and news shows including The Today Show, Good Morning America, and 60 Minutes.

Now that taxpayers have sold off their stake in the company—and made a tidy $22 billion in profit in the process—it is perhaps not surprising that AIG wants to re-cast its image. It is reminiscent of the memorable Clint Eastwood Chrysler commercial in last year’s Super Bowl that was managed to make buying a car from another bailed-out company (and one now run by Italians!) feel like a patriotic duty (“This country can’t be knocked out with one punch,” Eastwood growled. “We get right back up again and when we do the world is going to hear the roar of our engines.”

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