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.
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”