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Published on .

Insurer's first

broadcast ads

Unum, which specializes in disability insurance, is buying time this fall on NBC's hospital drama "ER" to launch its first broadcast campaign. Spots from Goodby, Silverstein & Partners, San Francisco, use typography to underscore acceptance of aging and people with handicaps. The eight-week effort, tagged "We see farther," also is running on five cable channels. Spending is estimated at $5 million to $10 million.

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