Now Broadcasting "Builders of the West"
In 1949, Pacific Mutual ventured into the new world of TV advertising with a two-minute “spot presentation” on three television stations in the Los Angeles area. Below is a press release that appeared in an industry publication in May 1949.
Pacific Life was the first company to advertise life insurance on television on the West Coast.We get a cheer every time we mention to anyone the fact that we are going to try television." Francis M. Small
First to use West Coast Television to advertise life insurance, Pacific Mutual Life Insurance Company went on TV in the Los Angeles area, April 18, with a series of 2-minute spot presentations. Move is in line of Company’s current advertising of “80 Years of Leadership in the West.”
Three Los Angeles TV stations, KTSL, KTTV, and KTLA, carry Pacific Mutual’s program for an eleven-week trial schedule. The series, beginning with a fast moving flash-back identifying the company with early California history, portrays through a combination of animated art and live action, the hazards that can stop a man’s earning power.
Francis M. Small, Pacific Mutual, stated, “We selected TV as an advertising medium because of the appeal of an opportunity to pioneer. Also we get a cheer every time we mention to anyone the fact that we are going to try television, and anything that builds enthusiasm so readily should be worth a try.”
“There is, in addition, an atmosphere of independence and individual initiative about Television that is very inviting. A fast, hard-hitting approach that puts over an idea in a way not possible through other media looks to us like an opportunity. Anyway, we’re having a try at it.”