Lowe Debuts MassMutual Ads

Coping with uncertain outcomes throughout the stages of life is the focus of Lowe Lintas & Partners’ first work for MassMutual Financial Group.

A four-month, $10 million campaign crafted by the New York agency was recently unveiled. The work—three spots and four print ads—introduces the tagline: “You can’t predict. You can prepare.”

The effort promotes MassMutual’s various financial products and services. This represents the client’s first brand-image campaign from Lowe Lintas, which won the Springfield, Mass.-based company’s $15-20 million account in February from longtime agency Bozell, New York.

In one spot, a fairy-tale storyline communicates how MassMutual can help women through many events in their lives, including school graduations, hitting the “glass ceiling” in the working world and starting their own companies. In another, names of famous pitchers float on screen next to a spinning baseball; the final word to appear is “Life.” The ad closes with the voiceover, “Which one do you think throws the most hellacious curveball?”

An effort was made “to demonstrate the breadth of services [MassMutual offers] by demonstrating the breadth of what can occur in one’s life,” said Robert Reiser, copywriter at Lowe Lintas.

Print ads use images positioned between text describing life events to illustrate how using MassMutual services is better than leaving things to chance. One execution shows a deck of cards be tween the words “starving artist” and “philanthropist”; an other shows a stock-ex change index clipping between the phrases “piggy bank” and “nest egg.”

The TV spots broke during CBS’ coverage of the U.S. Open tennis tournament and will also run during the Ryder Cup golf event on NBC and other programs on ESPN, CNBC and Fox News. Print will run in publications such as The Wall Street Journal, USA Today, Fortune, Forbes, Sports Illustrated, Golf for Women and American Heritage.