Mullen Lowe and Mediahub’s “Vow to Protect” digital campaign for Massachusetts Mutual Life Insurance Company (MassMutual) is anchored by a four-minute anthem piece directed by Stacy Peralta of Nonfiction Unlimited and edited by Sloane Klevin of Union Editorial. Interviewed are five diverse LGBT couples speaking about the importance of marriage, this year’s monumental Supreme Court decision legalizing same-sex marriage nationwide, and the steps they can now take to secure their futures and protect the ones they love.
“Stacy and Sloane have a real talent for gracefully and subtly depicting different levels of emotion. It made the difference between good and great,” said Andy Schneider, VP, associate creative director at Mullen Lowe. “They both have a remarkable, quiet confidence. Which is really a necessity for any unscripted work. It was that confidence that kept us trusting in the process. And it was that confidence that helped keep our clients assured that we were taking the right approach. I think it’s a testament to Sloane and Stacy’s skill that this piece feels much shorter than four minutes. The clarity and flow they created are what make it such an engaging spot. And a brand can’t ask for more than that.”
The campaign will also include upcoming videos featuring the individual couples.
Credits
Client MassMutual Agency Mullen Lowe and Mediahub Mark Wenneker, managing partner, chief creative officer; Tim Vaccarino, Dave Weist, executive creative directors; John Wolfarth, EVP, group creative director; Andy Schneider, VP, associate creative director; Mauricio Perez, art director; Ryan Houts, copywriter; Liza Near, SVP, executive director of integrated production; Zeke Bowman, SVP, director of broadcast production; Ashley Donovan, producer. Production Nonfiction Unlimited Stacy Peralta, director; Will Rexer, DP; Michael Degan, Loretta Jeneski, exec producers; Patrick Degan, head of production; Jim Shippee, producer. Editorial Union Editorial Sloane Klevin, editor; Adriana Machado, assistant editor; Caryn Maclean, exec producer/partner; Lauren Hafner Addison, producer. VFX Brickyard Jimi Simmons, sr. VFX artist; Kirsten Andersen, exec producer. Sound Audio Engine Tom Goldblatt, sr. mixer. Music Asche & Spencer
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
