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TV Ad Targets Female Execs

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A new Unum Group Corp. television ad reminds human resources managers of the importance of protecting their companies’ most valuable workers.

The commercial combines time-lapse video and standard video to portray a frantic day at a fashion company.

The commercial debuted recently on ESPN, during the National Collegiate Athletic Association Final Four women’s basketball tournament.

The commercial also will be appearing in prime time this week on the Food Network, HGTV, Bravo, WE and Fine Living, and it will appear on a number of Web sites, such as,, Harvard Business Review and Workforce Management.

Unum expects the campaign to last a total of 13 weeks and attract about 140 million views.

“We’re focusing on decision-makers in human resources-a profession heavily populated by women-so our television advertising mix is tailored to reach that audience when they’re away from the office,” says Peter Neiman, a vice president at Unum, Chattanooga, Tenn.