Genworth Financial, the largest IPO of 2004 in the U.S., today announced its second television commercial will again feature married tennis stars Andre Agassi and Steffi Graff -- but this time with a different twist.
Genworth's first TV spot, which has been running since the company was launched in May, achieved popular status by featuring a young actor who played Agassi's and Graf's son. In the commercial, the boy competed shot for shot with U.S. tennis pro Taylor Dent.
Genworth debuted its new ad December 9 on this season's second-to-last episode of NBC's hit reality series, The Apprentice, in which Genworth played a starring role. The new ad will begin running regularly on cable outlets next month, but company officials say those who missed Thursday's initial showing can go to the company's website (http://www.genworth.com/) to see "a unique finish" to an amazing match.
"I think people have always wondered how a match between Steffi and Andre would turn out," said Buzz Richmond, senior vice president for Brand Marketing at Genworth. "It's a great water-cooler topic, so we think people will find our new commercial to be a lot of fun. But importantly for us, it kicks off the next phase of our branding efforts. In the first commercial, we introduced Genworth Financial to the public; in this spot we communicate what we do."
About Genworth Financial
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SOURCE: Genworth Financial
CONTACT: Tom Topinka of Genworth Financial, +1-804-662-2444, or
Web site: http://www.genworth.com/