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Rating:Lights, Camera, Scudder Not Rated 3.0 Email Routing List Email & Route  Print Print
Tuesday, April 11, 2000

Lights, Camera, Scudder

Reported by Joel Kranc

Scudder Investments is launching of a new advertising campaign. The campaign is designed to highlight how mutual funds and investment services from Scudder can help people to prepare financially for key life events.

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The campaign addresses the importance of preparing for three important financial events -- retirement, long-term care planning, and higher education. The ad blitz will kick off on April 17 and will feature TV spots on cable channels, print ads and local TV, and, print and radio spots in eight top-tier markets.

The centerpiece of the ad campaign are two 30-second TV spots that pose the question "Are You Ready?":

-- A woman sits pondering on a bench in a field; a voice inside her head asks: "What if your kid gets into Harvard? What if your mother needs long-term care?"

-- A man in business dress is perched on the wing of a 747 as it sits on the airport tarmac. The voiceover asks, "What if you want to stop working for a living? What if you want to start living for a living?" Both ads conclude with the exhortation -- "Scudder Investments can help. Be Ready."

The TV spots will first run on national cable channels -- including CNNfn, CNBC, MSNBC, Fox News, ESPN, and the Golf Channel-while the print ads will debut in three national publications: the Wall Street Journal, Barrons, and USA Today. Both the print and TV ad campaigns will then expand into in 8 local media markets: Los Angeles, New York, Boston, Chicago, San Francisco, Dallas, Philadelphia, and Tampa. 

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