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.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
