Johannes Leonardo launched a campaign for Massachusetts Mutual Life Insurance Company (MassMutual), celebrating the virtues of interdependence.
In an anthem ad entitled “Two Ways,” the voiceover narrator explains that “We come into this world leading others, then we are told it’s braver to go it alone” over footage of a solitary young backpacker and a sparse piano and string score. As the spot continues, the voiceover posits that “the only path to fulfillment is through others.”
It’s a nice sentiment that plays on to appeal of going it solo while acknowledging that pretty everything humans do—like working in an ad agency, for example—requires a lot of help from others.
Here’s a much shorter spot expressing the same idea.
The campaign also includes OOH work like the examples below.