John Hancock Announces Next Phase of Multi-Million Dollar 'Promises' Campaign

Introduces Three New Ads

Sep 10, 2007, 01:00 ET from John Hancock Financial Services

    BOSTON, Sept. 10 /PRNewswire/ -- John Hancock Financial Services today
 unveiled three new advertisements, extending its "Promises" campaign
 launched one year ago. The new ads further develop the campaign that
 positions John Hancock -- through its trusted insurance brand and top
 performing, innovative investment products -- as empowering Baby Boomers to
 fulfill their life promises to themselves and loved ones. The ads are part
 of the $25-35million advertising commitment announced during the first
 phase of the campaign last year.
     The new ads, known as "House," "Business" and "Teacher," convey
 personal stories about accumulating wealth to help the ones you love,
 creating a legacy for future generations, and making a major life or career
 change. The ads highlight the way in which John Hancock's insurance,
 investment, and retirement products and services, including mutual funds,
 variable annuities and 401(k) plans, are geared toward helping individuals
 accumulate and protect their assets.
     In "House," a man in his forties conveys his determination to take care
 of his parents as they cared for him, which includes helping them remain in
 the family home in their later years. In "Business," a business owner cites
 his own success as one reason he wants to help his daughter achieve her
 dream of having her own business. In "Teacher," a successful architect has
 achieved the financial wherewithal to enable her to embark on a second
 career as a math teacher.
     "We have had tremendous, positive consumer and industry response since
 the launch of our "Promises" campaign last year," said Jim Bacharach, Vice
 President of Advertising. "We believe that part of our success has been
 because we have taken a different approach to our advertising. In the
 financial services industry, companies typically empathize with the
 consumer or talk about their own capabilities. The message is usually that
 retirement is either easy because 'we make it that way,' or hard and that
 you need an expert to help you. At John Hancock, we're saying 'it's
 personal, it's human, it's possible.'"
     Boston-based Hill, Holliday, Connors, Cosmopulos created the 30-second
 television spots that will debut on cable television, specifically
 lifestyle and news programming on stations including CNN, ESPN and
 Discovery, among others, beginning today. The company will also advertise
 during college football games on network television.
     Print publications such as Money Magazine, Sports Illustrated, Travel &
 Leisure, Coastal Living, National Geographic Traveler, Forbes Life and
 Forbes Executive Woman will feature full-page, four-color ads. Also
 included are ads in The Wall Street Journal, which will appear on the front
 page of the Personal Journal section. Online advertising is also a part of
 the mix, including spots on AOL, Yahoo, Reuters, and
     In addition, John Hancock is continuing to sponsor special television
 segments and print supplements relating to 'promises made and kept,'
 working with outlets such as the CBS Morning Show, Sports Illustrated,
 National Geographic and The Wall Street Journal, among others.
     About John Hancock and Manulife Financial
     John Hancock is a unit of Manulife Financial Corporation (the Company),
 a leading Canadian-based financial services group serving millions of
 customers in 19 countries and territories worldwide. Operating as Manulife
 Financial in Canada and in most of Asia, and primarily as John Hancock in
 the United States, the Company offers clients a diverse range of financial
 protection products and wealth management services through its extensive
 network of employees, agents and distribution partners. Funds under
 management by Manulife Financial and its subsidiaries were Cdn$410 billion
 (US$386 billion) as at June 30, 2007.
     Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and
 PSE, and under '0945' on the SEHK. Manulife Financial can be found on the
 Internet at
     The John Hancock unit, through its insurance companies, comprises one
 of the largest life insurers in the United States. John Hancock offers a
 broad range of financial products and services, including life insurance,
 fixed and variable annuities, mutual funds, 401(k) plans, long term care
 insurance, college savings, and other forms of business insurance.
     John Hancock's primary insurance subsidiaries carry the highest - "AAA"
 - financial strength rating from Standard & Poor's Ratings Services.

SOURCE John Hancock Financial Services