MassMutual Insurance Shifts the Focus to People in Foundation Campaign

Massachusetts Mutual Life Insurance Company (MassMutual) gives a look into the work of their MassMutual Foundation with the launch of their ‘We Don’t Believe’ spot during last week’s Thanksgiving Edition of Thursday Night Football on NBC. 

The MassMutual Foundation is a dedicated corporate foundation established by MassMutual that fuels initiatives that increase financial resilience within communities served by the company and fosters a culture of community engagement for MassMutual’s employees as well as affiliated financial professionals. In support of this mission, the MassMutual Foundation invests in programs that help people access resources needed to earn, protect, and help build their financial capability and thrive. 

Turning a corporate cliché on its head, the :30 spot brings this idea to life by shifting the focus of their work to the people and communities in which the MassMutual Foundation serves. While this spot is focused on the ethos of the Foundation, this is also a belief that’s core to the MassMutual Brand. ‘We Don’t Believe’ is the latest instalment in MassMutual’s 'Live Mutual' campaign. 

The spot was directed by Emmy-nominated, Oscar Shortlisted director Nadia Hallgren of Chelsea Pictures who is known for capturing authentic moments making them compelling. Her most recent accomplishments include directing ‘Civl’ a documentary following the life of maverick civil rights attorney Ben Crump as he challenges America to come to terms with what it owes his clients -- including the families of George Floyd and Breonna Taylor, and ‘Becoming’ a documentary about former First Lady Michelle Obama. Nadia noted that she felt personally invested in this film because she knows exactly what these moments feel like. Nadia understands what kind of confidence and connection you gain when opportunities are available and was able to display that in the spot in a way that reflects both her personal experiences and the essence of the MassMutual Foundation. 

In the spirit of mutuality, both MassMutual, Chelsea and Grey have a strong commitment to sustainability and environmental stewardship and saw a great opportunity to make the ‘We Don’t Believe’ production a sustainable shoot by partnering with Green the Bid. Green the Bid is an organisation that focuses on shifting the production industry towards zero-waste, minimal carbon, sustainable and regenerative practices. Production sends thousands of tons of waste to landfills every year and by partnering with Green the Bid both Chelsea, Grey and MassMutual hope to help be a part of a positive change within the industry to help sustainability become the standard. 

With the combination of the director, sustainability efforts, and the spot itself MassMutual has made it a point to reflect the values and efforts of the foundation at every corner of the production and hopes the audience will join in their mission to Live Mutual.