-Even at 84, Billy Dee Williams is still as cool as the other side of the pillow. Massachusetts Mutual Life Insurance Company (MassMutual) is taking full advantage of his smooth persona with a new effort from Grey New York. The goal is to encourage knowledge sharing between younger and older Black family members, aimed at building intergenerational wealth.
Williams delivers the pitch with a twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.” The campaign reflects MassMutual’s brand platform to help people navigate the “Uncomfortable Truths” behind financial planning.
-As part of Adweek’s coverage of Russia’s invasion of Ukraine, we have been reaching out to creative professionals who remain in the country, including Serhii Malyk, creative director at Ukrainian creative agency Angry, who says creatives have united to save the country.
-In other Ukraine-related news, Shell Oil is abandoning its energy deal with Russia’s primary energy company, following BP’s lead.
-DDB Athens created a series of ads that inserts McDonald’s into classic Impressionist paintings.
-In the latest Adweek podcast, digital editors Chloé Harper Gold and Colin Daniels and special guest Derek Walker, founder of agency brown & browner, join Shannon Miller to discuss Adweek’s Profiles in Black Creativity series.
-Adweek talked with Horizon Media about its proprietary data platform, blu. and how it helped win The Hershey Company’s U.S. media business.
–Michael Watts, co-founder and CEO of Hook, talks about how it’s possible for an agency to take a month off and come back more refreshed.