New York Life Is Running Its First Super Bowl Ad in 30 Years

For its grand return to the Super Bowl, the life insurance company will be running a 60-second spot in between the first and second quarters of the game. The spot’s creative direction has not yet been revealed, but it is part of a larger brand campaign that is dropping next year in honor of New York Life’s 175th anniversary.

“As we prepare to celebrate New York Life’s first 175 years in 2020, we plan to highlight the values that have been the foundation of New York Life for nearly two centuries,” Kari Axberg, New York Life’s vp of brand marketing, said in a statement to Adweek. “Core beliefs shared by our customers, agents and employees have helped build better futures for those they love, providing financial security and peace of mind for millions of Americans since 1845. This global media moment provides the perfect platform for us to launch our anniversary and our new brand campaign.”

Despite the 30-year hiatus, New York Life was a frequent Super Bowl advertiser in the ’70s and ’80s, running spots in the Big Game from 1970 to 1976, then again in 1978, then from 1987 to 1990. The company also was an NFL sponsor during the league’s 1968 season, which included sponsoring the Super Bowl.

New York Life is working with its agency Anomaly on the spot.

A 30-second spot in Super Bowl 54 is running as much as $5.6 million (which means that New York Life’s 60-second ad is likely costing the company over $11 million). As of last month, Fox was already sold out in-game ad inventory for the game.