A large multinational insurer is about to launch a major effort to get the attention of American consumers.

Old Mutual US, Atlanta, an arm of Old Mutual P.L.C., London, will be using television commercials, radio commercials, Web ads and print ads to carry out the campaign starting over the Thanksgiving weekend.

Old Mutual also is buying space on a new, 18-panel, 4,000-square-foot sign in New York’s Times Square, according to Kilgannon Inc., Atlanta, the advertising agency that has designed the campaign.

The television campaign will present vignettes in which “Old Mutual” replaces another word or phrase.

In one ad, Kilgannon says, two students in a chemistry lab will agree that they’ve “just achieved Old Mutual.”

“Old Mutual is driven by a deep desire to challenge the status quo, and our inaugural consumer campaign reflects that,” Old Mutual US Chief Executive Scott Powers says in a statement about the campaign. “At this point, it is more important for consumers to be aware that Old Mutual US is built on dependability, innovation and protection, rather than to draw attention to specific financial capabilities.”

The television ads will run on the national broadcast networks as well as major cable channels, Old Mutual says.

The radio buy includes a sponsorship of ESPN radio.