MetLife Runs Its First-Ever Super Bowl Ad
February 03 2012 - 5:01AM
Business Wire
MetLife, Inc. (NYSE: MET), a leading global provider of
insurance and employee benefit programs, and the title sponsor of
MetLife Stadium, today announced it will run a 30-second Super Bowl
ad that will feature the Peanuts® characters and dozens of other
celebrities never before seen on TV together. Titled “Everyone,”
the new ad delivers the empowering message that everyone,
everywhere, should have access to the financial security they
need.
MetLife is using the big game as a high-profile springboard to
launch new national advertising. With the tagline “MetLife: I Can
Do This,” the campaign empowers and inspires consumers to act on
their own best intentions, and demonstrates that getting insurance
doesn’t have to be as complicated, costly or time-consuming as
people assume.
“At MetLife, we believe in empowering consumers to protect
themselves financially,” said Steven A. Kandarian, Chairman,
President and CEO of MetLife. “Our campaign highlights the steps
we’ve taken to make the insurance-buying process simpler, faster,
more affordable, and easier to understand.”
Beth Hirschhorn, MetLife’s Executive Vice President and Chief
Marketing Officer, said, “We want everyone to believe they can do
it. With the new campaign, we’re going to be showing consumers that
MetLife is the company making financial security achievable.”
MetLife has developed a term-life policy purchase process,
accessible via the company’s Web site, that can provide a quote, a
fully underwritten offer, and fulfillment, all online in a matter
of minutes.
“Most people believe insurance is essential – they're just not
sure they're up to the task of getting it. And the industry hasn’t
made it easy…until now,” said Hirschhorn. “People don't want to be
told what they can't do – they want to be inspired by what they can
do.”
The advertising agency behind the new campaign is MetLife’s
agency of record, Crispin Porter + Bogusky. The agency developed
the campaign concept and creative content, as well as marketing and
advertising executions.
The campaign will continue with another 30-second anthemic spot,
"Piano," airing later in February. A social media campaign
featuring characters from the "Everyone" spot will run before,
during and after the game on Facebook. An additional three TV spots
will launch starting in late February, each touching on the
different themes supporting MetLife’s term-life insurance products.
Print and digital elements will also support the launch.
About MetLife
MetLife, Inc. is a leading global provider of insurance and
employee benefit programs, serving 90 million customers in over 50
countries. Through its subsidiaries and affiliates, MetLife holds
leading market positions in the United States, Japan, Latin
America, Asia Pacific, Europe and the Middle East. For more
information, visit www.metlife.com.
Super Bowl is registered trademark of the National Football
League.
PEANUTS is a registered trademark Peanuts Worldwide.
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