John Hancock's New TV Ads Send Viewers Online to Pick From Three Different Endings

Hill Holliday's cross-platform stories


John Hancock's latest ads will leave you hanging. For a while, at any rate.

In this new iteration of the "Life Comes Next" campaign from Hill Holliday, three 30-second teasers running on traditional TV prompt viewers to go online for three possible continuations of each story.

"The Sixth Floor" works best. In the set-up, a woman nervously exits an elevator. At Hancock's site, viewers can click on three scenarios that show how the story might play out.

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