Why John Hancock Set Up a Fake Retirement Community in the Middle of Texas

Brand's web series plays up humor

During the thick of South by Southwest, patrons of Austin’s hip Better Half Coffee and Cocktails shop likely noticed something odd while sipping their espressos and craft cocktails last Monday: The upper window of a plywood house behind the restaurant shattering while cameras zoomed in on the scene.

“That’s the window we’re knocking out to put a drone through,” said Evan Slater, chief creative at Heat New York.

Just moments before, a truck had toppled over another flimsy house nearby.

The scene may sound like pure chaos, but the day was going exactly as planned on the set of John Hancock’s new commercial.

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