NEW YORK, July 28, 2021 /PRNewswire/ -- Massachusetts
Mutual Life Insurance Company (MassMutual) today unveiled a new
brand platform and comprehensive, multichannel brand advertising
campaign. It is the first work from Grey, its newly appointed lead
creative agency-of-record.
The message is MassMutual's mission to use its expertise to help
people navigate the "Uncomfortable Truths" behind financial
planning, saving for college, and preparing for the
unexpected by securing their financial futures and protecting the
ones they love.
"We used data to uncover insights that we believe give us a
distinctive voice and platform in the industry," said Jennifer Halloran, MassMutual Head of Marketing
& Brand. "In a category that traditionally has relied on
customer confusion, we have started a discussion on financial
security that others have historically avoided."
Halloran continued, "When it comes to finances, I think people
want straight talk. Our Uncomfortable Truths platform juxtapose
thought-provoking stats with relatable conversations that reframe
traditional life stage marketing through the lens of financial
wakeup calls."
Three :30 TV commercials, airing on Olympics coverage, present
ways of looking at what financial challenges await families and
reveal these real statistics:
- "Kids" link: 55% of parents expect financial assistance from
their kids during retirement years
- "Injury" link: Every 7 seconds, Americans suffer a disabling
illness or injury
- "Cheering" link: 98% of kids won't be getting an athletic
scholarship
"There's many Uncomfortable Truths in life. The only way to get
comfortable with them, is to face them," said Joe Mongognia, Executive Creative Director of
Grey New York. "That's where MassMutual comes in. Helping you feel
unburdened by helping you be prepared. The campaign uses humor to
take them head on. Take action. Look to the future."
Award-winning Hank Perlman of
Hungry Man Productions directed the spots.
The integrated campaign includes multiple TV, radio and online
commercials; social media and public relations.
About MassMutual
MassMutual is a leading mutual life insurance company that is
run for the benefit of its members and participating policy owners.
Founded in 1851, the company has been continually guided by one
consistent purpose: we help people secure their future and protect
the ones they love. With a focus on delivering long-term value,
MassMutual offers a wide range of protection, accumulation, wealth
management, and retirement products and services. For more
information, visit www.massmutual.com.
About Grey
Grey, the global communications network, is part of AKQA Group.
Its parent company is WPP (NYSE: WPP). Under the banner of
"Grey Famously Effective Since 1917" the agency serves a blue-chip
roster of many of the world's best-known companies: Procter
& Gamble, GlaxoSmithKline, Kellogg's, Pfizer, Canon,
MassMutual, Nestlé, Google, Volvo,and Applebee's. In recent
years, Grey has been named ADWEEK'S "Global Agency of the Year"
twice; ADVERTISING AGE's "Agency of the Year" and CAMPAIGN
magazine's "Global Network of the Year" in recognition of its
creative and business performance (www.grey.com).
Contact:
Owen.dougherty@grey.com
212-535-2063
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SOURCE Grey