Campaign Spotlight

Campaign Spotlight: MassMutual unveils new, humorous brand campaign by Grey

NEW YORK, UNITED STATES — 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-second TV commercials, airing on Olympics coverage, present ways of looking at what financial challenges await families and reveal these real statistics:

“Kids”: 55% of parents expect financial assistance from their kids during retirement years

“Injury”: Every 7 seconds, Americans suffer a disabling illness or injury

“Cheering”: 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.

Client: MassMutual
Head of Marketing & Brand: Jennifer Halloran
Head of Customer Activation & Engagement: Kristin Lane
Head of Creative: Spencer Deadrick
Creative Director: Will Uronis
Director, Brand Marketing: Christa Perry
Brand Advertising Consultant: Kaitlyn Swierzewski

Creative Agency: Grey, New York
Worldwide Chief Creative Officer: John Patroulis
Chief Creative Officer, NY: Justine Armour
Executive Creative Director: Joe Mongognia
Creative Director, Copy: Mike Abell
Creative Director, Art: Kevin Gentile
Jr. Art Director: Diane Holliday
Jr. Copywriter: Julia Scoper
Executive Director, Social Media: Kenny Gold
Director, Social: Joseph Day
President, Global Clients & Business Leadership: Debby Reiner
EVP, Global Account Director: Suzanne Ayello
VP, Account Director: Brett Harris
Account Executive: Charlotte Jenkins
Associate Director, Project Management: Leslie Stella
Executive Strategy Director: Tony Lederer
Senior Strategist: Jhanell Biggs
Executive Strategy Director, Data: Beth Rolfs
Director, Data Strategy: Daniel Avon

Production Agency: Townhouse
Chief Production Officer: James McPherson
Director of Production, NY: Kimberly Kietz
VP, Executive Producer: Bruce McDonald
VP, Senior Producer: Kevin Grover
SVP, Head of Business Affairs: Stephen Bernstein
Assistant Business Manager: Winona Schulterbrandt
Business Affairs, VP Talent: Natasha Howell
Casting Director: Brian Safuto

Gramercy Park Studios
Managing Director: Lauren Kulchinsky
VP, Director of Audio: Dante DeSole
Senior Post Production Supervisor: Kenny Pedini

Director: Hank Perlman
Managing Partner/Executive Producer: Mino Jarjoura
Executive Producer: Caleb Dewart
Line Producer: Julianne Maloney
Director of Photography: Darren Lew
Production Designer: Tyndall Arrasmith
Editor: Paul Norling
Post Producer: Franchesca McDowell

Related Articles

Leave a Reply

Back to top button