NU Online News Service, March 4, 12:05 p.m. – The Hartford Financial Services Group Inc., Hartford, is starting a $20 million advertising campaign that takes a soft-sell approach to promoting insurance and retirement planning services.

The three television commercials in the campaign feature vignettes from everyday life. One shows small girls measuring their growth. The others show a commuter waving goodbye to his family, and a business owner packing her briefcase at the end of the workday.

Instead of using a traditional voiceover narration to spread its message, Hartford will use the score from the 2000 film “Pay It Forward” to put viewers in a reflective mood.

The television commercials will run with top-rated prime-time broadcast network series, on cable channels and in conjunction with major televised sporting events.

Related print ads will run in The Wall Street Journal and magazines such as The New Yorker.

Ann Glover, Hartford’s senior vice president for corporate advertising, is the company executive in charge of the campaign.

Arnold Worldwide, Boston, is the advertising agency that developed the campaign.