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Actor John Michael Higgins is Reclaiming Joy in Retirement for Physicians Mutual

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The spots were created by a team led by psychology-driven agency Intermark Group

Actor John Michael Higgins is Reclaiming Joy in Retirement for Physicians Mutual

Physicians Mutual has launched a new brand campaign aimed at reclaiming the joy that comes from entering retirement. The new spots feature the return of the company’s brand spokesperson, actor John Michael Higgins, who showcases his song and dance abilities while bringing an enjoyable humor to the campaign.

The pandemic has created increased uncertainty and complexity for those approaching retirement age. Particularly the onset and escalation of 'ambiguity loss', which is the psychological grieving around the loss of an envisioned future resulting in a heightened need for social connection, comfort and familiarity.

Physicians Mutual is uniquely positioned to provide an emotional counterbalance by shifting the prospective retiree to feeling connected with an approachable, credible educator devoted to reestablishing a positive retirement outlook.

“This new campaign highlights the relationship between those transitioning into retirement and Physicians Mutual,” said Bob Gunia, senior vice president at Physicians Mutual. “We want our customers to experience joy in retirement. With the right insurance coverage, they can better experience the retirement they deserve. The commercials spotlight situations that make people smile. It is time we all experience some joy in our lives.”

The spots were created by a team led by the psychology-driven agency Intermark Group based in Birmingham, Alabama, that also included members from Physicians Mutual’s in-house creative team. The spots were produced by MJZ Productions with director Nick Ball.

The commercials air across the US - featuring a launch during March Madness coverage. The spots will also appear on the Physicians Mutual’s social media channels and digital platforms.

“The new campaign approach is rooted in the psychological principle of social proof by portraying Physicians Mutual and its customer relationship focused on enjoying the retirement that they deserve,” said Jake McKenzie, CEO of Intermark Group. 

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Client Name: Physicians Mutual

Art Directors: Amy Johnson, Lindsey Mueller

Copy Director: Nena Brabec

PR Director: Kari Webber

Executive: Bob Gunia

Campaign Title: Feel Good About Your Retirement

Execution Title: “I’m So Happy,” “Best Friend,” & “Retirement Tour”

Agency: Intermark Group

Chief Creative Officer: Keith Otter

Creative Director: Lauren Barnett

Associate Creative Director(s): Blake Young, Scott Shalles, Joel Lugar

Executive Integrated Producer: Chris Mann

Account Service Supervisor: Paul Brusatori

Planner: Josh Simpson

Production Company: MJZ

Director: Nick Ball

Editorial Company: Final Cut

Executive Producer (Editorial Company): Suzy Ramirez

Head of Production (Editorial Company): Ana Orrach

Editor: Crispin Struthers

Assistant Editor: Dillon Stoneburner

Music Company: SHINDIG Music + Sound

Executive Integrated Music Producer: Debbi Landon

Executive Creative Music Director: Scott Glenn

Head of Music Production: Caroline O’Sullivan

Composer: Greg Chun Austin Shupe

Arranger: Greg Chun Austin Shupe

Sound Design Company: SHINDIG Music + Sound

Sound Designer: Dan Hart

Visual Effects Company: Parliament

Executive Producer(Production Company) Emma Wilcockson

Line Producer: Karen Chen

Director of Photography: Lol Crawley

Additional Credits

Color: Company3

Colorist: Stefan Sonnenfeld

CO3 Producer, Short Form: Blake Rice

Genres: Comedy

Categories: Pension and retirement, Finance

Sapka Communications, Thu, 18 Mar 2021 09:00:31 GMT