Hill Holliday appeals to viewers' emotions in this latest campaign for Boston-based life insurance and mutual fund company John Hancock.
In each part of a four-part series, a narrative scene is set up and then cuts off just as things to take a turn; whether for the worse or the better is unclear as three different outcomes are possible in each case.
In addition to being beautifully filmed, the installment shown above is particularly compelling; it shows a mother taken off-guard by the person on the other end of the phone line. See the possible outcomes here, here and here. The scene starters, rolling out on national TV, direct viewers to HancockNext.com.
Jim Bacharach, VP-brand, marketing and creative services at John Hancock, told Creativity, "Our legacy over the years has been very honest and very human." The company sought to show ordinary experiences that average Americans have -- whether it's sending the kids off to college or moving forward after losing a loved one -- in order to stress the importance of smart financial planning.
The campaign entailed an educated risk, according to Mr. Bacharach. "We're an insurance company and this isn't really what insurance companies are known for," he said.
Hill Holliday's research pointed directly to second-screen behavior as the way to tap into John Hancock's target demographic of affluent and educated men and women, inspiring a TV campaign that crosses over to the web. "They're watching TV, but we need to be able to tell our stories in more than just 30 seconds," Mr. Bacharach added.