MassMutual to Debut New NHL Spot With Tampa Bay Lightning’s Victor Hedman, Steven Stamkos

MassMutual laced up its skates for a new National Hockey League spot developed by creative agency of record Grey New York and starring Victor Hedman and Steven Stamkos of the Tampa Bay Lightning. The new spot, “Baby Skates,” is part of the insurance company’s “Uncomfortable Truths” campaign. “Baby Skates” features Stamkos pressuring Hedman to start thinking about getting his child into youth sports early in order to avoid worrying about how he is going to pay for college, and MassMutual called it a satirical take on youth sports and financial planning. All of the children featured in the spot are actors. “Baby Skates” will debut on the league’s digital and social channels Tuesday and on television during ESPN’s coverage of the Lightning’s visit to the New York Rangers for opening night at 7:30 p.m. ET Tuesday. The spot will then air on U.S. TV rightsholders ESPN and TNT, as well as NHL Network, throughout the 2022-23 season, as well as across the NHL’s digital and social media properties. MassMutual's media agency of record, Giant Spoon, planned and bought all of the media for the campaign. Grey executive creative director Joe Mongognia said in a statement, “We wanted to create a campaign that was driven by interdependency and the overall importance of financial planning. The relationship between Steven Samkos and Victor Hedman demonstrates that the best relationships happen on and off the ice. NHL fans mostly see the depth of the players’ interdependence in the way they play, but we were able to show everyday interdependence through one player supporting the other by helping protect their child’s future.” MassMutual head of brand and marketing Jennifer Halloran added, “Together with the NHL and National Hockey League Players’ Association, we wanted to bring some lightheartedness around the common experiences we share as parents and connect players and fans with raising children in sports. The spot showcases Victor and Steven, two friends and players sharing this experience and reminding others of the need to plan ahead and protect those who matter most to you.” CREDITS: Creative agency: Grey Executive creative director: Joe MongogniaCreative director/art director: Kevin GentileCreative director/copywriter: Mike AbellArt director: Cara ResnickCopywriter: Will MilowskyExecutive vice president, global account director: Suzanne AyelloSenior vp, account director: Zoe UrquhartAccount executive: Matt NeinGlobal chief strategy officer and global chief data officer: Jonathan LeeDirector, data strategy: Daniel AvonSenior strategist: Jessica WomackSenior project manager: Jessica Campbell Production agency: Townhouse Chief production officer: James McPhersonExecutive producer: Kevin GroverVp, integrated producer: Lauren O’DriscollProducer: Jake SharkeyBusiness manager: Winona SchulterbrandtVp, talent: Natasha Howell MassMutual Head of marketing and brand: Jenn HalloranHead of customer activation and engagement: Kristin LaneBrand marketing director: Christa PerryBrand marketing consultant: Lizzy CruzHead of creative: Spencer DeadrickCreative directors: Larry Fahey, Will UronisSenior copywriter: Lauren ShirakaSenior art director: Mark Coletti Production: Hungry Man Director: Hank PerlmanDirector of production: Adam BeckmanExecutive producers: Meredith Bergman, Caleb DewartLine producer: Matt O’SheaProduction supervisor: Dax Alvarez Postproduction: Gattie + Lopez Audio/sound: Mark FaragExecutive producer: Anna PetittiEditor and partner: Chuck WillisSocial content editor: Greg Ryan Audio: Sound Lounge Partner and mixer: Tom Jucarone Color grade: Company3 Colorist: Tim Masick NHL Director, partner marketing: Josh Cohen NHLPA Senior manager, business services: Eric EpsteinCoordinator, business services: Jacob McNutt Social Production: Motion Minds Producer/director of production: Kyle O’BrienDirector of production: Oscar PerezCamera operator: Freddy MarschallAC/PA: Chase Yandek

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MassMutual to Debut New NHL Spot With Tampa Bay Lightning’s Victor Hedman, Steven Stamkos

'Baby Skates' was developed by creative agency of record Grey New York

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