MassMutual Tackles 'Uncomfortable Truths' in Campaign from Grey

Massachusetts Mutual Life Insurance Company (MassMutual) today unveiled a new brand platform and comprehensive, multichannel brand advertising campaign. It is the first work from Grey, its newly appointed lead creative agency-of-record. 

The message is MassMutual’s mission to use its expertise to help people navigate the “Uncomfortable Truths” behind financial planning, saving for college, and preparing for the unexpected by securing their financial futures and protecting the ones they love. 

“We used data to uncover insights that we believe give us a distinctive voice and platform in the industry,” said Jennifer Halloran, MassMutual head of marketing & brand. “In a category that traditionally has relied on customer confusion, we have started a discussion on financial security that others have historically avoided.” 

Halloran continued: “When it comes to finances, I think people want straight talk. Our Uncomfortable Truths platform juxtapose thought-provoking stats with relatable conversations that reframe traditional life stage marketing through the lens of financial wakeup calls.” 

Three 30-second TV commercials, airing on Olympics coverage, present ways of looking at what financial challenges await families and reveal these real statistics:

- “Kids”: 55% of parents expect financial assistance from their kids during retirement years

- “Injury”: Every 7 seconds, Americans suffer a disabling illness or injury

- “Cheering”: 98% of kids won’t be getting an athletic scholarship 

“There’s many Uncomfortable Truths in life. The only way to get comfortable with them, is to face them,” said Joe Mongognia, Executive Creative Director of Grey New York. “That’s where MassMutual comes in. Helping you feel unburdened by helping you be prepared. The campaign uses humor to take them head on. Take action. Look to the future.”

Award-winning Hank Perlman of Hungry Man Productions directed the spots.

The integrated campaign includes multiple TV, radio and online commercials; social media and public relations.