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MassMutual Tackles 'Uncomfortable Truths' in Campaign from Grey

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Hank Perlman of Hungry Man Productions directed the spots

MassMutual Tackles 'Uncomfortable Truths' in Campaign from Grey

Massachusetts Mutual Life Insurance Company (MassMutual) today unveiled a new brand platform and comprehensive, multichannel brand advertising campaign. It is the first work from Grey, its newly appointed lead creative agency-of-record. 

The message is MassMutual’s mission to use its 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. 

“We used data to uncover insights that we believe give us a distinctive voice and platform in the industry,” said Jennifer Halloran, MassMutual head of marketing & brand. “In a category that traditionally has relied on customer confusion, we have started a discussion on financial security that others have historically avoided.” 

Halloran continued: “When it comes to finances, I think people want straight talk. Our Uncomfortable Truths platform juxtapose thought-provoking stats with relatable conversations that reframe traditional life stage marketing through the lens of financial wakeup calls.” 

Three 30-second TV commercials, airing on Olympics coverage, present ways of looking at what financial challenges await families and reveal these real statistics:

- “Kids”: 55% of parents expect financial assistance from their kids during retirement years

- “Injury”: Every 7 seconds, Americans suffer a disabling illness or injury

- “Cheering”: 98% of kids won’t be getting an athletic scholarship 

“There’s many Uncomfortable Truths in life. The only way to get comfortable with them, is to face them,” said Joe Mongognia, Executive Creative Director of Grey New York. “That’s where MassMutual comes in. Helping you feel unburdened by helping you be prepared. The campaign uses humor to take them head on. Take action. Look to the future.”

Award-winning Hank Perlman of Hungry Man Productions directed the spots.

The integrated campaign includes multiple TV, radio and online commercials; social media and public relations.

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Client: MassMutual

Head of Marketing & Brand: Jennifer Halloran

Head of Customer Activation & Engagement: Kristin Lane

Head of Creative: Spencer Deadrick

Creative Director: Will Uronis

Director, Brand Marketing: Christa Perry

Brand Advertising Consultant: Kaitlyn Swierzewski

Creative Agency: Grey, New York

Worldwide Chief Creative Officer: John Patroulis

Chief Creative Officer, NY: Justine Armour

Executive Creative Director: Joe Mongognia

Creative Director, Copy: Mike Abell 

Creative Director, Art: Kevin Gentile

Jr. Art Director: Diane Holliday

Jr. Copywriter: Julia Scoper

Executive Director, Social Media: Kenny Gold

Director, Social: Joseph Day

President, Global Clients & Business Leadership: Debby Reiner

EVP, Global Account Director: Suzanne Ayello

VP, Account Director:  Brett Harris

Account Executive: Charlotte Jenkins

Associate Director, Project Management: Leslie Stella

Executive Strategy Director: Tony Lederer

Senior Strategist: Jhanell Biggs

Executive Strategy Director, Data: Beth Rolfs

Director, Data Strategy:  Daniel Avon


Production Agency: Townhouse 

Chief Production Officer: James McPherson

Director of Production, NY: Kimberly Kietz

VP, Executive Producer: Bruce McDonald

VP, Senior Producer: Kevin Grover

SVP, Head of Business Affairs: Stephen Bernstein

Assistant Business Manager: Winona Schulterbrandt

Business Affairs, VP Talent: Natasha Howell

Casting Director: Brian Safuto

Gramercy Park Studios

Managing Director: Lauren Kulchinsky

VP, Director of Audio: Dante DeSole

Senior Post Production Supervisor: Kenny Pedini


Director: Hank Perlman

Managing Partner/Executive Producer: Mino Jarjoura

Executive Producer: Caleb Dewart

Line Producer: Julianne Maloney

Director of Photography: Darren Lew

Production Designer: Tyndall Arrasmith 

Editor: Paul Norling

Post Producer: Franchesca McDowell

Genres: People, Storytelling, Comedy

Categories: Insurance, Finance

Grey, Wed, 28 Jul 2021 11:56:00 GMT