Phoenix Home Life Mutual Insurance Company: To Men Who Want To Quit Work Some Day campaign
Chris AmorosinoOverview
By 1926, Phoenix Home Life's first advertising campaign was deemed a failure. The company's advertising head, Cyrus T. Steven, wanted to begin another campaign that most experts thought ill-advised. With encouragement from Bruce Barton, one of advertising's early greats, Phoenix pursued the campaign idea anyway. The idea was one of the first direct-response advertising campaigns run by a financial institution. For well over a decade it produced results and immortalized at least one ad, "To Men Who Want to Quit Work...