News

Massachusetts Mutual Financial Group today announced the launch of an innovative new advertising campaign, “Front of the Mind,” that helps consumers move beyond just thinking about their financial future and actually taking action to begin meeting their financial goals.

“Most people fully understand the importance of preparing for the future, but many tend to run into barriers to actually doing something about their life insurance or retirement needs,” said Trish Robinson, senior vice president, Strategic Communications and Community Responsibility, MassMutual. “We feel this campaign inspires people to take that step in a fresh way that is completely different and helps us stand apart from the crowd.”

The campaign, created by Mullen, consists of four television commercials as well as a consumer and trade-oriented print and online campaign.

The television commercials, which will run during high profile national sports events, national prime time and early morning slots, as well as on national cable and online, take viewers on a whimsical journey through the average person’s mind. Each journey is about the thoughts that may occupy the back and the front of the mind, like “I’m hungry” or “World Travel,” and shows how MassMutual can help people move life insurance and retirement to the front of the mind, often much to the surprise of the other thoughts. In each of the four spots MassMutual provides practical examples of how it can help people take the next step that’s right for them, closing with its new tagline, “We’ll help you get theresm.”

“These ads do not try to scare people into action or entice them with visions of yachts, vineyards and vintage sports cars. Most consumers actually resent scare tactics and they simply don’t believe the fantasies,” said Edward Boches, chief creative officer, Mullen. “This campaign is based on the simple fact that people generally know they need to financially prepare for their future and MassMutual can help them realize the difference between thinking about it and doing something about it.”

The campaign’s six consumer print ads, which will begin appearing in national magazines and newspapers–including The Wall Street Journal, Fortune, Money, Newsweek, Cookie, Martha Stewart Living, Working Mother and National Geographic – build on the same theme as the television ads by featuring illustrations of people representing retirement and life insurance priorities overcoming barriers to move to the front of the mind.