Parents observe their kids at less than inspired play, wondering which one will make enough money to support them in retirement. That’s the gist of this humorous spot for Massachusetts Mutual Life Insurance Company (MassMutual) that’s based on the real insight that 55% of parents expect their children to provide them with financial assistance during retirement years.
The parents in this ad even wonder out loud if one of their kids will be successful enough to support them. And if not, maybe they should have another child.
Titled “Kids,” the commercial is part of an “Uncomfortable Truths” campaign from Grey New York. The package of spots, including “Kids,” was directed by Hank Perlman of production house Hungry Man. The three :30s are airing during Olympics coverage.
Credits
Client MassMutual Agency Grey New York John Patroulis, worldwide chief creative officer; Justine Armour, chief creative officer, NY; Joe Mongognia, executive creative director; Mike Abell, creative director, copy; Kevin Gentile, creative director, art; Diane Holiday, jr. art director; Julia Scoper, jr. copywriter; Tony Lederer, executive strategy director; Jhanell Biggs, sr. strategist; Beth Rolfs, executive strategy director; Daniel Avon, director, data strategy. Production Agency Townhouse James McPherson, chief production officer; Kimberly Kietz, director of production, NY; Bruce McDonald, VP, executive producer; Kevin Grover, VP, sr. producer; Brian Safuto, casting director. Post/Audio Gramercy Park Studios Lauren Kulchinsky, managing director; Dante DeSole, VP, director of audio; Kenny Pedini, sr. postproduction supervisor. Production Hungry Man Hank Perlman, director; Mino Jarjoura, managing partner/exec producer; Caleb Dewart, exec producer; Julianne Maloney, line producer; Darren Lew, DP; Tyndall Arrasmith, production designer; Paul Norling, editor; Franchesca McDowell, post producer.
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
