MassMutual Asks Gay Couples the Question They Haven't Been Posed: What's It Like to Be Married?

The answers will move you

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

The notion of marriage as a powerful covenant between two human beings shines through in "Vow to Protect," Mullen Lowe's new digital campaign for MassMutual.

The initiative seeks to sell financial products and services to recently wed LGBT couples in the wake of the U.S. Supreme Court's landmark decision legalizing gay marriage. Yet it manages to transcend that mission, serving as a heartfelt testament to devotion and long-term commitment.

In the four-minute anthem spot, we meet five diverse same-sex couples who discuss what their vows mean to them.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in