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Serious ads aren't always the quickest and easiest road to take, but they can be very effective. Financial-services company John Hancock has a novel take on the bear-market blues with three new synchronized-dialogue spots about one fear that dogs every aging investor: late-life destitution caused by a market collapse.
Hill Holiday and director Simon McQuoid have done a bang-up job keeping the string-heavy score in the background just shy of mawkish, and the conceit is as simple as it is trenchant—multiple actors in the same age range shot in naturalistic settings, in a theatrical style on a soundstage, voicing exactly the same anxieties by delivering the same lines at the same time.
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