Hill Holliday and John Hancock Want You to Help ‘Retirement Rookie’ David Ortiz Decide What to Do Next

By Erik Oster 

With the arrival of the MLB season, Hill Holliday launched a new digital camapign for John Hancock featuring former Red Sox slugger David Ortiz.

It may be the agency’s last work for the client, as John Hancock parent company Manulife launched a creative review last month and Hill Holliday is not participating.

“The Retirement Rookie” finds Ortiz with a lot of time on his hands following his retirement…and not quite sure what to do with himself. At the end of the spot, Ortiz asks viewers to comment or tweet ideas, promising some will be selected for future videos.

The spot follows early efforts featuring Ortiz that similarly wondered what he would do post-retirement, such as MullenLowe’s “David Ortiz vs. Piñatas” for JetBlue and 72andSunny’s effort for SportsCenter at Night last July which saw Ortiz considering Papi branded food products. While the approach is similar to those spots preceding his retirement, Hill Holliday’s approach is centered around asking viewers for help in figuring out how the former Red Sox star should spend his time now that he is retired, in an attempt to engage audiences on social media.


“At John Hancock, we’re committed to helping our clients plan for the road ahead,” CMO Barbara Goose, who joined John Hancock last October, said in a statement. “Whether you’re a three-time world champion or in spring training, we can help you hit a home run when it comes to your retirement goals.”