BBDO Atlanta launched a new campaign for Voya, which was formerly ING subsidiary ING U.S. before being spun off in 2013 with an IPO and subsequently rebranding, starring Allison Janney and Jesse Tyler Ferguson.
The $100 million campaign aims to raise brand awareness of Voya in the U.S. following its transition from ING. “The whole goal is to get Voya talked about,” Voya CMO Ann Glover told AdAge. “We wanted to tap into America’s love of celebrities to draw interest to the brand.”
In the campaign’s first 30-second spot, Janney arrives home to find a group of orange origami squirrels collecting acorns, animated by the folks over at The Mill. One of the squirrels introduces herself as “Val, the orange retirement money squirrel from Voya.” Janney wonders what exactly the squirrels are doing in her house and Val explains they’re putting away acorns to show the importance of saving for the future. After hearing the explanation, Janney is rather insistent that Val is a “spokes-metaphor,” a title Val is not thrilled with.
The effort, which debuts today, follows an ad last year, introducing the brand with a giant butterfly’s metamorphosis symbolizing the company’s transformation from ING U.S. to Voya. A second spot in the campaign (also released today) stars Jesse Tyler Ferguson of Modern Family fame in a similarly-minded approach, as the brand counts on the celebrity appearances to further recognition among consumers. The ad shows Fergusson interacting with an origami rabbit named Vern who explains the significance of orange money in the campaign.
Agency: BBDO Atlanta
Client: Voya Financial
Title: “Orange Money Origami”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, Atlanta: Wil Boudreau
Creative Director: Mike Hanley
Copywriter: Scott Biear
SVP Account Director: Tami Oliva
Account Supervisor: David Welday
Executive Producer: Jenny Russo Novak
Production Company: Park Pictures
Director: Jake Schreier
Producer: Cody Ryder
Post Production: P.S. 260
Editor: Maury Loeb
Executive Producer: Laura Patterson
Graphics: The Mill
Creative Director: Jeff Lopez
Producer: Bugs Russell