John Hancock launches “Cursor” campaign

John Hancock Financial launched its new "Cursor" campaign with three ads reflecting the new ways in which spouses, family members and friends talk to each other about pressing, and sometimes difficult, topics such as saving money for retirement or protecting a family legacy. It is called the "Cursor" campaign because these conversations -- which once may have taken place in person -- in reality now are often conducted via IM or email and often late at night or on the go, given today's lifestyles.

Ad spend over the next 12 months will be 26 million for the effort.

The Cursor ads are hushed. The only sound other than ambient night sounds or street noise is the soft clicking of a cursor as two persons 'talk' online.

Boston-based Hill, Holliday, Connors, Cosmopulos created the campaign.

The 30-second television spots debuted this week on CNN, ESPN, Discovery, A&E, History, Travel Channel, and Fox News.

Print such as Money Magazine, Sports Illustrated, The Wall Street Journal, Travel & Leisure, and Real Simple will feature full-page, four-color ads. Online is also in the mix, including banners on AOL, SmartMoney, Time, and CNN Money and customized microsites with AOL, Dow Jones and FoxNews.