Hill Holliday and John Hancock Play Choose Your Own Adventure

By Patrick Coffee 

Here’s a relatively new campaign created by Hill Holliday for client John Hancock.

The work allows viewers to choose alternate endings for each of three scenario, which is not an entirely new approach as the client began using it for the “Life Comes Next” campaign beginning more than a year ago.

The premise is simple: you get a short that is free of context or any real narrative, and then you have to visit the client’s site to choose or explore what the protagonists do next.

Here’s the first intro for “The Sixth Floor.”

The possible scenarios here are very different: our star could be checking out a sweet new office space, visiting her (possibly) sick husband in the hospital or interviewing for a job.

We like the last one best because it involves someone competing with far younger applicants for the same job…a common occurrence in both media and advertising.

The intro for “The Question” reveals even less: what is the grandfatherly man looking at?!

As before, one has a choice. The tablet in question may showcase a new house where said man might live despite his son’s objections, a nostalgic locale renovated by the (very dedicated) couple, or…well, you probably guessed.

Definitely the most realistic scenario, though we’d expect Mr. Senior to put up more of a fight.

We wonder how many members of the target audience will follow each thread on these stories, and the hashtag hasn’t quite taken off yet.

But the point of the campaign is clear: you never know exactly how a given scenario will work itself out, so it’s best to prepare yourself by buying a good insurance plan and managing your savings properly. And it’s an interesting take on an amorphous product that can be tough to advertise.



Client: John Hancock
VP, Brand, Marketing & Creative Services: James Bacharach
Brand Director: Kate Ardini

Agency: Hill Holliday, Boston
Chief Creative Officer: Lance Jensen
SVP Creative Director/Art Director: Bob Gates
SVP Creative Director/ Copy: Scott Noble
Designer: Kar-Kate Leung
Copywriter: Kara Hadge, Jerry Roach
Agency Assistant Producer: Jill Wyman
Agency Producer: Scott Hainline
Account Team: Nancy Lehrer, Michael Burns, Meghan Cermack, Matt St. Jean, Gabrielle Dorsey
Project Manager: Jillian Kenney
Group Planning Director: Baysie Wightman

Production Company: Epoch Films
Executive Producer: Mindy Goldberg, Youree Henley
Director: Jeff Preiss
Cinematographer: Matt Lloyd
Line Producer: Anura Idupuganti
Cameraman: Jeff Preiss/Matt Lloyd

Digital Producer: Matt Villone

Edit House: Jump NYC
Editor: Michael Saia

Sound Engineer: Keith Reynaud @ Heard City

Post Production: Jump/Poetica
Executive Post Producer: Sarah Roebuck/Elissa Norman – Jump
Post Producer: Lauren Montuori – Poetica
VFX Company: Poetica

Other Credits: Chris Martin, Quality Assurance Specialist; Maggie Foley, Experience Designer; Kelsea Ashworth, Production Designer; Sean McAuley, Senior Motion Designer; Brad Blake, SVP, Associate Director – Digital Strategy; Ryan Dunn, Associate Digital Strategist