For John Hancock, Less Is Much More

It’s just girls talking to the camera, but it feels real

John Hancock has been advertising its own version of “reality” since 1985 (take that, Survivor!), and through all its incarnations, the work has been consistently strong and industry leading. Gritty, filled with layered stories and dialogue, the campaign has touched unflinchingly on major life moments for the over-35 set.

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