Conseco Inc. is seeking to distinguish itself in the fight for the less-affluent consumer with an irreverent, attitude-heavy advertising campaign designed to make it the brand for financial services in the field.

The TV spots-whose scenarios feature a well-dressed man panhandling on the subway and a bride and groom catering their own wedding-are aimed, Conseco says, to win the confidence of a long-neglected segment of U.S. consumers-people without trust funds or multimillion-dollar stock portfolios.

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