MassMutual Launches New Television Commercials
New spots extend the company’s “Good Decisions” advertising campaign
May 3, 2010
(Springfield, MA) - Massachusetts Mutual Life Insurance Company (MassMutual) unveiled two new television commercials today, continuing the company’s “Good Decisions” advertising campaign.
The two commercials developed and produced by Mullen, MassMutual’s advertising agency of record, debut nationally today and will run throughout 2010. The latest offerings, which are part of an ongoing integrated marketing campaign, emphasize the benefits of how working with knowledgeable people can help individuals reach personal goals. The locations for the two commercials – which include a busy restaurant and a hiking expedition – serve as apt metaphors for the increasingly complex financial environment. The core message of the new spots is how MassMutual’s financial professionals can help consumers navigate that environment and make good financial decisions.
“As a mutual company operating for the benefit of our policyholders, MassMutual has built our business on the strength of sound decision-making. Regardless of where our clients stand on the planning spectrum, we want them to have a sense of confidence when they choose our company,” says John W. Chandler, Jr., Senior Vice President and Chief Marketing Officer, MassMutual. “These new commercials are a natural and effective extension of our successful ‘Good Decisions’ campaign, as they each emphasize the benefits of working with a confident professional to help them achieve success.”
The first spot, “Restaurant,” showcases the journey people take with the help of an experienced guide, who helps them navigate an uncertain environment and move from confusion to confidence. The commercial opens when executives enter a busy Chinese restaurant. At first they feel out of place, but one group member seems relaxed as she looks around at her companions, inquiring about their preferences. She begins speaking Mandarin to a waitress and helps her colleagues order their meals. The food arrives; everyone is comfortable and enjoying themselves, and the commercial ends on them raising a toast of tea together.
The second spot, “Hiking,” shows a journey led by an experienced guide that ends with a rewarding achievement. As the commercial opens, a group is taking a break from their guided hike up a mountain. After they rest, a guide summons the group to begin descending the mountain to return to the base. However, two curious hikers point to their map and ask another guide about a location they were hoping to reach. The guide knows exactly where they want to go, and while the trail is a bit more challenging, he helps lead them further up the mountain until they ultimately reach the vista. When the spot closes, they enjoy a well-deserved sense of accomplishment.
The commercials will appear on CNBC, CNN, CNN Headline News, ESPN, Fox Business, Fox News, Golf Channel and the Weather Channel. The spots will also be featured on MassMutual’s YouTube channel.
In addition to the new television spots, MassMutual is also maintaining a strong, high impact presence in a broad range of media, including print advertising in relevant consumer publications, such as Forbes, Fortune, The Wall Street Journal, Newsweek, U.S. News, Time and Working Mother Magazine, online advertising and search engine marketing, and a sponsorship with National Public Radio (NPR).
Founded in 1851, MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyholders. The company has a long history of financial strength and strong performance, and although dividends are not guaranteed, MassMutual has paid dividends to eligible participating policyholders every year since the 1860s. With whole life insurance as its foundation, MassMutual provides products to help meet the financial needs of clients, such as life insurance, disability income insurance, long term care insurance, retirement/401(k) plan services, and annuities. In addition, the company’s strong and growing network of financial professionals helps clients make good financial decisions for the long-term.
MassMutual Financial Group is a marketing name for Massachusetts Mutual Life Insurance Company (MassMutual) and its affiliated companies and sales representatives. MassMutual is headquartered in Springfield, Massachusetts and its major affiliates include: Babson Capital Management LLC; Baring Asset Management Limited; Cornerstone Real Estate Advisers LLC; The First Mercantile Trust Company; MassMutual International LLC; MML Investors Services, Inc., member FINRA and SIPC; OppenheimerFunds, Inc.; and The MassMutual Trust Company, FSB.