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Backyard Shows Us How to 'Be Good At Life' in New Campaign for New York Life

Kim Nguyen directs the comical new ad

Backyard Shows Us How to 'Be Good At Life' in New Campaign for New York Life

Marina del Rey, CA-based production company Backyard director Kim Nguyen peers in on the gut-wrenching turmoil of child birth for fathers in the humorous new 60 spot “Welcome to the World” for New York Life Insurance out of Anomaly, NY. The ever-imaginative director utilises her comedic storytelling to take an unconventional look at the birth of family financial planning, featuring a father-to-be in the delivery room struggling with a stomach that is far less than steel. 

The spot features comedian Demetri Martin bringing his dry wit to the part of an insightful gardener and off-screen voice of reason to a soon-to-be father of three. This first collaboration marks a new creative direction for New York Life.

The combination of creative talent remarkably captures the financial worries, fear, and distinct labour “pains” fathers face in the midst of the chaos that occurs in the delivery room. The spot concludes with the all too common, though ironic truth that a father often times needs more consolation and hand holding than his wife― who just experienced the physical agonies of giving birth.


Advertiser: New York Life

Creative Agency

Creative Agency: Anomaly

Production Company

Production Company: Backyard

Executive Producer: Kris Mathur

Director: Kim Nguyen

DOP: Chris Soos

Head of Production: Emily Malito

Line Producer: Robyn Moskow

Partner: Blair Stribley, Chris Zander


Edit Company: Arcade NY

Editor: Dave Anderson

Executive Producer: Sila Soyer

Category: Finance/insurance , Insurance

Genre: Dialogue