What, Me Worry?

The financial world is a manic hive of young, over-caffeinated, cell-phone-toting, hot-dog eating dealmakers in Bozell’s latest effort for Mass Mutual, which breaks this week.
Into the chaos strides a gentleman with no name played by John Mahoney, otherwise known as Martin Crane in Frasier.
“In a hurry?” the dapper gent inquires of a beautiful woman who gulps down a frankfurter on the street (seen here). “Yeah,” the dame snaps back. “This is Wall Street. Isn’t everybody?” Mahoney smiles. “Not me,” he says. “I’m just here for the fun.” His money, of course, is safely in the hands of his broker at Mass Mutual, which has “more than 150 years of financial strength.”
The four-spot campaign repositions Mass Mutual as a full-service financial firm rather than an insurance company, which was the focus of a previous effort.
It also repositions Mahoney as something more than Frasier Crane’s dad. “These are his first ads,” said creative director Brent Bouchez. “He identified with the character.”
–Richard Linnet