'Prepare To Live': The Hartford Sends a Strong Message to Boomers in New Marketing Campaign

HARTFORD, Conn., March 15 /PRNewswire-FirstCall/ -- "Prepare to Live." It's how people really should view their retirement as they live longer, healthier and, in the case of Baby Boomers, differently than their parents' generation. A new campaign from The Hartford Financial Services Group, Inc. , appropriately titled "Prepare to Live," sends this message loud and clear in new television and print ads developed by a marquee creative team. The campaign coincides with a broad-based, concentrated retirement initiative from The Hartford to help Boomers map out their plans for a secure financial future. The new television spot is available at: http://www.thehartford.com/advertising

Starring in The Hartford's ads, for the second year in a row, is the head-turning, high-tech, iconic Stag that reemerged in The Hartford's advertising in March 2005. The new ads will begin airing during the National Collegiate Athletic Association (NCAA) "March Madness" as part of the company's overall partnership with the NCAA.

"The Stag makes an emotional connection to our customers who recall the enduring, protective image of The Hartford from their childhood. Today, the Stag is there again to help guide Baby Boomers as they plan the next phase of their lives," said Ann Glover, chief marketing officer for The Hartford. "The campaign reflects The Hartford's expertise in meeting the needs of its Baby Boomer customers and presents them with the right investment and insurance products to help them 'prepare to live.'"

With more than 78 million Baby Boomers near retirement and facing investment and income management challenges, The Hartford is focused on providing the right high quality investment products and solutions to help them meet their needs. The new marketing campaign, in conjunction with a number of recent new product launches and other organizational initiatives, is part of a concentrated effort by The Hartford to help support financial professionals and their Baby Boomer clients as they approach retirement age.

To help meet the needs of Baby Boomers, in October 2005, The Hartford launched The Hartford Target Retirement Funds, a series of new retirement funds that are based on a specific, target retirement date and are designed to help its customers meet future savings and investment goals. The company also introduced(1) Lifetime Income Builder(SM) in November 2005, a new, optional variable annuity benefit, known in the industry as a guaranteed lifetime withdrawal feature. Guarantees are based on the claims-paying ability of the issuing company.

In addition, The Hartford plans to continue rolling out new products and services to fulfill its retirement strategy and help its customers "Prepare to Live."

The Hartford's new television spot, "Time for Retirement," was shot in the Southern California hills by award-winning director Vadim Perelman (House of Sand and Fog) and cinematographer John Toll (Braveheart, The Last Samurai) shows a couple seemingly packing for vacation but who, upon closer inspection, have sold their home and are destined for their dream retirement villa in the mountains. A voice over and title card illuminates the fact that more people spend time planning for vacation than planning for retirement. Set against the rhythm of the B-52s generation-transcending anthem, "Love Shack," The Hartford's retirement-destined couple cruise in a convertible and arrive at their new home to a welcoming party that is gathered under a banner reading, "Welcome to the first day of the rest of your life."

The Hartford's Stag is once again brought to life by noted Hollywood special effects shop Rhythm & Hues, lauded most recently for its work on The Chronicles of Narnia: The Lion, the Witch and the Wardrobe. A year ago, Rhythm & Hues helped place The Stag on the floor of the New York Stock Exchange and on the floor of a championship basketball coliseum. The Hartford's advertising agency is Campbell Mithun of Minneapolis, Minn.

The "Prepare to Live" campaign will debut on March 16, 2006 and will run on CBS throughout the NCAA Division I men's basketball tournament. The campaign will continue during the rest of the year in major print publications, such as Time, Newsweek and The New Yorker, and during televised professional golf and college football events.

The Hartford is an Official Corporate Partner of the NCAA and participates in a wide range of joint initiatives, including The Hartford's Playbook for Life. This national effort helps students succeed off the athletic field by preparing them to face the many personal finance challenges that await them after graduation and teaching them to begin a discipline of saving for the future.

Added Glover, "The excellence, teamwork and preparation brought to life by young men and women during NCAA March Madness symbolizes the mission that The Hartford embraces for its customers: we help them create a secure and prosperous future by anticipating their needs and providing superior financial solutions. In other words, we help them 'Prepare to Live.'"

The Hartford, a Fortune 100 company, is one of the nation's largest financial services and insurance companies, with 2005 revenues of $27.1 billion. The Hartford is a leading provider of investment products, life insurance and group benefits; automobile and homeowners products; and business property and casualty insurance. International operations are located in Japan, Brazil and the United Kingdom. The Hartford's Internet address is http://www.thehartford.com/.

(1) Withdrawals will deplete your Benefit Amount and will reduce and possibly eliminate your Guaranteed Minimum Death Benefit. In the unlikely event your contract value declines to zero you will not receive a death benefit. This may be especially important to seniors and investors using the variable annuity in a qualified plan. The Hartford's Lifetime Income Builder death benefit may be subject to ordinary income taxes. Clients must purchase The Hartford's Lifetime Income Builder as an addition to a Hartford variable annuity. It may not be purchased separately. The Hartford's Lifetime Income Builder currently costs 0.40% of the current Benefit Amount and is automatically deducted annually on each contract anniversary. The charge for The Hartford's Lifetime Income Builder may increase on or after the fifth contract anniversary or five years from the last increase notification. Once The Hartford's Lifetime Income Builder is purchased, the choice is irrevocable. The maximum benefit amount is limited to $5 million. The Hartford's Lifetime Income Builder may not be available in all states or through all broker-dealers.

Some of the statements in this release should be considered forward- looking statements as defined in the Private Securities Litigation Reform Act of 1995. These include statements about our future results of operations. We caution investors that these forward-looking statements are not guarantees of future performance, and actual results may differ materially. Investors should consider the important risks and uncertainties that may cause actual results to differ. These important risks and uncertainties include those discussed in our Quarterly Reports on Form 10-Q, our 2005 Annual Report on Form 10-K and the other filings we make with the Securities and Exchange Commission. We assume no obligation to update this release, which speaks as of the date issued.

You should carefully consider the investment objectives, risks, charges and expenses of The Hartford's variable annuities and underlying funds before investing. This and other information can be found in the prospectus for the variable annuity and the prospectus for the underlying funds, which can be obtained from your investment representative or by calling 800-862-6668. Please read them carefully before you invest or send money. Hartford variable annuities are issued by Hartford Life Insurance Company and by Hartford Life Annuity Insurance Company and are underwritten by Hartford Securities Distribution Company, Inc.

You should carefully consider the investment objectives, risks, charges and expenses of The Hartford Mutual Funds before investing. This and other information can be found in the funds' prospectus which can be obtained from your investment representative or by calling 888-843-7824. Please read it carefully before you invest or send money. The Hartford Mutual Funds are underwritten and distributed by Hartford Investment Financial Services Company, LLC.

Contact(s): Shannon Lapierre Victoria O'Brien 860-547-5624 860-547-4938 shannon.lapierre@thehartford.com victoria.obrien@thehartford.com