FCB New York is launching its first work for Lincoln Financial since being handed creative duties last August, following a review. That review was narrowed down to three finalists in May and ultimately saw FCB beat out Grey and Kirshenbaum Bond Senecal + Partners to replace incumbent Gyro, which had held the account since November of 2011.
FCB New York launched its “The Responsibility of Love” campaign today with the spot “Precious Few” (we’ve included the full, online 60-second version of the 30-second broadcast spot above). The launch spot continues the family focus of Gyro’s “Chief Life Officer” campaign but with a more emotional plea intended to motivate viewers to “provide for and protect the financial futures of those you care about most” with help from the company. Filmed in black and white by The Malloys (Brendan Malloy and Emmett Malloy) and set to a cover of the famous 1956 Elvis Presley song “Love Me Tender,” the spot opens with the assertion that “We can like many, but we can love only a precious few” over footage of tender family moments. The spot ends with the new tagline, “You’re In Charge.” In addition to broadcast, the spot will also run online, on the brand’s social channels and website, supported by print and radio ads. The campaign’s social component will also include behind-the-scenes videos.
“We designed every element of this campaign to evoke genuine emotion and connect with consumers in a personal and motivating way,” said David Wozniak, vice president and head of advertising and sponsorships for Lincoln Financial Group. “The stories, visuals and people we highlight are authentic and portray real and memorable moments. We are inviting people to join in an experience, which is why even the music – classic American songs like ‘Love Me Tender’ – leaves a lasting impression and helps bring our message to life.”
“We worked with Brendan and Emmett Malloy (“The Malloys”) to direct our television spot not only because they possess a distinctive documentary style but as brothers, they are uniquely qualified to beautifully capture small but powerful personal moments,” added FCB New York executive creative director Steve Kashtan.