Live Mutual

Client: MassMutual

The greatest gift we’ve been given is that we need each other.


In a category that’s about being prepared for death, we helped MassMutual launch Live Mutual—a celebration of living fully through others. More than just a brand campaign, it’s a rallying cry to help Americans recognize that depending on one another lets us experience life more deeply, and with more joy.

The Idea

As part of a full rebrand effort, Live Mutual aims to share the company’s 166-year-old values with a new generation of consumers in need of financial guidance. The launch spot, “Two Ways,” shines a light on our inherent interdependence, challenging viewers to reappraise the small moments in their lives.

Additional fifteen-second ads also call out the importance of our seemingly quiet, everyday interactions that are so easily overlooked. The TV work is supported by headline-driven billboards in key markets, as well as radio and newspaper ads.

Next Projects

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