Hancock Displays the Spirit of Giving

BOSTON Giving back is the theme of a new 30-second spot in John Hancock Financial Services’ “The future is yours” campaign.

A doctor tells how she’s succeeded at the career of her choice, “but not just to work a certain number of years and then retire. I promised myself that I would get to the point where I would be able to give back and share what I know—and not just have a career, but a real purpose.”

The commercial goes on to describe how the client’s products and services can help consumers achieve such goals.

Longtime Hancock agency Hill, Holliday, Connors, Cosmopulos, an Interpublic Group shop in Boston, crafted the ad.

The client launched the first flight of the campaign in the fall, targeting adults 40 and older. The company said the ads eschew fear-based messages (such as what could happen if one doesn’t invest wisely) for more positive themes.

“Insurance for the unexpected. Investment for the opportunities” had been Hancock’s primary tagline for the past decade, and was more emblematic of the company’s previous approach.

Hancock, a unit of ManuLife Financial, said ad spending would likely exceed $30 million over the next year.

—Adweek staff report