Massachusetts Mutual Life Insurance Company (MassMutual) launches a multi-channel marketing effort from Grey New York. The goal is to encourage the sharing of knowledge between younger and older Black family members aimed at building intergenerational wealth.

In this spot directed by Jared Malik Royal of Moxie Pictures, actor Billy Dee Williams delivers the pitch with a debonair twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.” 

“The accumulation of generational wealth for Black Americans was historically thwarted by systemic barriers to financial institutions, networks, and information that build financial wellness,” said Jennifer Halloran, MassMutual head of marketing and brand.

“This campaign puts the subject of generational wealth at the forefront. It also serves to highlight that each generation should be involved in the sharing of knowledge so plans can be made to preserve and grow a financial legacy.”

This new effort reflects MassMutual’s brand platform. Their mission is to use their 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.

The integrated digitally led campaign includes video commercials, social media, and public relations.

 

Credits

Client MassMutual Agency Grey New York Justine Armour, chief creative officer; Joe Mongognia, executive creative director; Jelsen Innocent, associate creative director/art director; Troy Jones, associate creative director/copywriter; Cara Resnick, art director; Jonathan Lee, North American chief strategy officer, global chief data officer; Daniel Avon, director, data strategy; Jessica Womack, sr. strategist. Production Agency Townhouse James McPherson, chief production officer; Kim Kietz, director of production; Kevin Grover, executive integrated producer; Lauren O’Driscoll, VP, integrated producer; Kurt Steinke, music producer. Production Moxie Pictures Jared Malik Royal, director; Robby Fernandez, exec producer; Barry Heaps, line producer. Editorial Work Editorial Hasani Franke, editor; Alejandra Alacorn, head of production; Victor Media, producer; Julian Laing, cutting assistant. Finishing Nice Shoes Jason Farber, head of production; Arthur Dorrington, Flame artist; Chloe Sedelmaier, exec producer/head of sales. Audio GPS Adam Charity, audio engineer; Michaela Moriarty, post producer.

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