This MassMutual Commercial Celebrates Building Something That Lasts
Jana Pijak — April 16, 2019 — Marketing
References: massmutual & vimeo
This MassMutual insurance ad chronicles an Asian-American business owner who wishes to carry on her father's legacy regardless of past hurdles and challenges. The commercial's lead speaks about her family's ice cream shop -- opened by her father in 1977 -- and recounts working and helping her family as a child while most others her age played.
The woman speaks about broken windows, break-ins and other challenges of the past and states that "it's a gift to carry on her father's joy" while captured with her own daughter and father.
With a slogan like "offering the protection to help dreams carry on," MassMutual spotlights its insurance services that aim to protect one's business and legacy. This specific ad boasts emotional undertones and celebrates togetherness, family and hard work.
The woman speaks about broken windows, break-ins and other challenges of the past and states that "it's a gift to carry on her father's joy" while captured with her own daughter and father.
With a slogan like "offering the protection to help dreams carry on," MassMutual spotlights its insurance services that aim to protect one's business and legacy. This specific ad boasts emotional undertones and celebrates togetherness, family and hard work.
Trend Themes
1. Cultural Legacy - Create ads that celebrate the cultural legacy of individuals and their businesses, evoking strong emotions and emphasizing the importance of family and hard work.
2. Insurance Services - Leverage emotional storytelling to highlight the role of insurance services in protecting businesses and legacies, showcasing the peace of mind they can provide.
3. Intergenerational Entrepreneurship - Highlight the stories of entrepreneurs carrying on their parents' legacies and the challenges they overcome, inspiring others to continue the tradition of family businesses.
Industry Implications
1. Insurance - Opportunity for insurance companies to develop marketing campaigns that connect with customers on a deeper level, emphasizing the importance of protecting businesses and legacies.
2. Advertising and Marketing - Strategize ways to create culturally resonant ads that tug at the heartstrings of viewers, centering around themes of family, hard work, and the passing on of legacies.
3. Small Business and Entrepreneurship - Inspire and support intergenerational entrepreneurship by showcasing success stories and providing resources to help navigate the challenges of continuing a family business.
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