MassMutual Invests in Lighter Series of Ads

BOSTON MassMutual Financial Group is extending its “You can’t predict, you can prepare” campaign with a series of print ads that show premonitions appearing in natural settings other than tea leaves.

One execution shows morning dew in a spiderweb spelling, “You’ll have twins in 16 months.” Another has letters in a bowl of vegetable soup that read, “The stock market will peak next Tuesday.”

The lighthearted tack adds levity to investments planning, said Susan Cantor, president of lead agency Lowe in New York, an Interpublic Group shop.

The Springfield, Mass.-based client spent more than $20 million on ads last year, per TNS Media Intelligence/CMR.

—Brandweek staff report