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November 20, 2007 at 10:09 PM
An insurer is using a large, hairy primate to do battle with the mute button.
AXA Equitable Life Insurance Company, New York, a unit of AXA S.A., Paris, is premiering four 15-second commercials aimed at registered investment advisors and Americans nearing retirement.
The commercials, which will appear on business news cable channels, are designed to deliver their message even if viewers have turned off the sound, AXA Equitable says.
The star of the commercials, an 800-pound gorilla, uses techniques such as knocking on the screen to try to get the viewer’s attention.
