MassMutual Prepares U.S. Open Effort

BOSTON Mullen has unveiled its first work for MassMutual Financial Group since winning the $15 million account in a review two months ago.

The effort breaks next week and supports the Springfield, Mass.-based client’s sponsorship of the U.S. Open Tennis Championships. The tournament begins Aug. 28.

Mullen crafted a trio of TV spots and a print ad developed specifically for the event; a broader brand-building effort for MassMutual will break in the first quarter.

The commercials show kids eagerly awaiting their upcoming tennis matches and an enthusiastic dog who can’t resist the lure of the game and the smell of a freshly opened can of tennis balls.

Print employs the headline, “Fitting that a game that stirs such passion begins with the score Love-Love.”

“The U.S. Open is the most intense event on the pro tour and it really gets tennis players and fans fired up,” said Tom Kelly, vice president, associate creative director at Mullen. “We wanted to capture that energy and excitement in a way that amateur players and enthusiasts could relate to.”

Insurance giant MassMutual services 13 million clients and has more than $395 billion in assets under management.

Mullen, an Interpublic Group agency based in Wenham, Mass., won the business in June, picking up creative, media and interactive chores [Adweek Online, June 14]. IPG’s Lowe in New York had previously handled the business.