John Hancock Pulls No Punches in Latest Campaign

BOSTON — John Hancock Financial Services during Sunday’s National League Championship Series launched new work from long-time lead agency Hill, Holliday, Connors, Cosmopulos.

The Boston-based insurance and investment giant adopts a sober, no-nonsense tone in a 30-second spot set in a restaurant. A 40-ish couple discuss money matters, including how the wife and kids will get by if the husband doesn’t plan ahead in case she is widowed at a young age. Like last year’s Hancock campaign, there is no tagline.

The company spends approximately $20 million annually on ads through the Boston Interpublic Group agency.