Retirees start a whole new life in this inspiring campaign from Brighthouse

Ads by BBH NY focus on real-life individuals exploring their passions

Published On
May 16, 2018

Editor's Pick

Brighthouse Financial shows real-life retirees exploring their passions and taking them to a whole new level in a new campaign that underlines there's more to retirement than giving up work.

The ads, by BBH New York, focus on three people for whom retirement is not an "end" but a beginning. For roofer Matt, seen here, it's a chance to focus on his impressionist painting. "I'm retired from construction, but I'm not retired from the creative life," he says.

Other spots feature Bob, who once ran a commercial nursery and now operates an organic farm in Petaluma where he instructs a new generation of farmers on raising healthy food, and Mari, a former scientist now fully committed to her passion for rock climbing.

The films are beautifully crafted, by director Henrik Rostrup of Variable, and will be featured on the Brighthouse Financial social media channels.

Notably, Brighthouse is also the latest advertiser to try to paint seniors in a less stereotypical light; we've also seen efforts from Reebok, Merck, Poland Spring the U.K.'s Sun Life.


May 16, 2018
Brand :
Brighthouse Financial
Agency :
BBH-New York
Chief Marketing Officer :
Matt Quale
Head of Brand Marketing :
Yogini Biswas
Director, Content Strategy and Marketing :
Amethyst Vargas
Director, Creative Design :
Brian Haselton
Social Media Manager :
Liz Ferguson
Content Strategy :
Christine Switzer
Writer :
Christine Switzer
Senior Designer :
David Eller
Social Media Coordinator :
Julianna DeMicco
Chief Creative Officer :
Gerard Caputo
Group Creative Director :
Chris Lisick
Copywriter :
Stu Rubin
Content Producer :
Shelley Giera
Business Affairs :
Librado Sanchez
Business Affairs :
Cristina Chouza
Business Director :
Finnian O'Neill
Account Director :
Jennifer Sunberg
Account Manager :
Shana Honig
Associate Account Manager :
Ingrid Patino
Project Manager :
Miranda Ossolinski
Strategist :
Philip Shipley
Communications Strategist :
Zack Green
Production Company :
Director :
Henrik Rostrup
Executive Producer :
Natle Hurtsellers
Producer :
Michael Lenic
Editorial Company :
Editor :
Andy Mcgraw
Assistant Editor :
Grant Hall
Photographer :
Patrick Dougherty
Managing Partner :
Samantha Cescau
Executive Creative Director :
Chris Maiorino
Art Director :
Aimee Perrin

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