Also, looking forward to catching up and hearing your keynote at the iMedia Brand Summit in Coronado next month.

Thanks for sharing your views about this ad. You are correct in your assessment that we feel our service, and more importantly life insurance in general, is extremely important. It’s our passion as an organization.

The fact that we’re dealing with a product that involves death makes marketing a sticky situation. You can’t really sidestep the nature of the product without produces lousy non-impactful ads. That said, sometimes the always moving line is crossed. Sometimes we have to go out on a limb and test when we’re in this gray area. It turns out that the positive response rate on this ad was very high. Regardless, we’ve taken your criticism as well as a few others constructively and pulled the ad.

i don’t find this so distasteful :S over here in latam we have several insurance companies campaigns that dwelve on those issues with ads similiar to the Dad if you die.. one you show.

I’m just failing to notice why this alarmed you so much :S