After winning creative duties for New York Life late late year, following a review launched in April, Anomaly has launched its first work for the client.
The campaign, “Be Good At Life,” will launch with a 30-second spot starring comedian and onetime Daily Show regular Demetri Martin entitled “Welcome to the World.”
In the spot, Martin advises, “Better start saving for college tuition” as the scene shifts back and forth between Martin calmly gardening and a man nervously looking on as his wife gives birth. “But you don’t have to think about that right now,” Martin adds, “because New York Life can help you manage your family’s financial future.”
The spot will make its broadcast debut this Saturday and run in 60, 30 and 15-second versions. It’s a bit of a strange approach, to say the least. The juxtaposition of Martin’s gardening and the chaotic birthing scene seems designed to grab attention, while Martin’s involvement in the first place seems obviously designed to attract a certain demographic.
“We have made a choice to focus more specifically on the maturing millennials market because we believe it’s so important to break through and win their attention to encourage our ability to grow and their ability to have access to financial security,” New York Life senior vice president, chief communications and marketing officer Kelli Parsons told AdAge, adding that Martin only signed on for the launch spot but may appear in future ads.
In addition to being Anomaly’s first effort for the brand, “Be Good At Life” marks New York Life’s first campaign since “Keep Good Going” in 2012. Code and Theory, which was named the brand’s digital agency last December, has redesigned the brand’s website as part of the campaign’s digital push. The campaign also includes OOH elements in cities including New York.