BOSTON John Hancock Financial Services broke new commercials on Saturday during Fox's broadcast of the World Series.
The spots feature interviews with children to illustrate the point that adults often make investments and buy insurance not for themselves, but with their children's futures in mind. The tagline "It's not your life you insure" is introduced.
Interpublic Group's Hill, Holliday, Connors, Cosmopulos in Boston handles the client's estimated $20 million account.
In one spot, two young sisters discuss what they want to be when they grow up. Among the choices are "doctor" and "singer." In another execution, a pre-teen girl muses about the high cost of college and how difficult it will be to save up for an education. A third installment shows a girl looking forward to her wedding day.
John Hancock in September agreed to be acquired by Canadian company Manulife Financial in a deal valued at $11 billion.