New York Life Ads Sell Company You Keep'.

Some may consider values like financial strength, integrity and humanity a bit stodgy for an advertising campaign by a financial services company in the 21st century, but not at New York Life.

At the end of January, the 160-year-old firm launched a $30 million national television, radio and print offensive that will run through the rest of the year built around a theme of unchanging values. Berlin Cameron/Red Cell of New York developed the campaign.

New York Life's use of values as the central theme for its self-promotion dates back to 1997. Subsequent campaigns have expanded on that theme but continue to tout what the company sees as its core values.

The messages of financial …