The American Dream has many faces in an uplifting campaign for Northwestern Mutual

Multigenerational households and family planning are modern goals in new work from GSD&M

Published On
Jan 10, 2020

Editor's Pick

The American Dream isn’t a static, singular goal. Success, stability and social progress are defined differently in each generation and by each person. A new campaign for financial services company Northwestern Mutual from GSD&M highlights some new ways of thinking about the American Dream, and how it looks to people facing very different challenges.

A family becomes a multigenerational household when grandma comes to live with them, and she passes down her cooking traditions.


After a lifetime of rushing to work, a man finally gets to travel at his own (quick) pace. And after years of educating other people’s children, a teacher gets her chance to be a mother with in vitro fertilization.


Rather than focusing on retirement or catastrophe like many investment or insurance campaigns, these spots feature moments that require money and pre-planning  but might occur much earlier in life, before some people might be thinking about financial planning.

Based on a real story, a fourth spot stars an actor with autism as the son who inspires his mother to start her own business. The campaign is backed by music from Grammy-nominated band The Avett Brothers.



Jan 10, 2020
Northwestern Mutual
Chief Creative Officer:
Jay Russell
Jeffrey Butterworth
Ryan Warner
Justin Han
Drew Vaughn
Becky Carrel
Account Leadership:
Sabia Saddiqi
Account Leadership:
Christine Jarrett
Account Leadership:
Alyssa Whiteside
Business Affairs:
Lewis Caton
Project Management:
Maria Roepke
Production Company:
Tool of NA
Brig White
Emmanuel Lubezki Chivo
Post Production:
Cut + Run
Jay Nelson
Bebe Baldwin

Need a credit fix? Contact the Creativity Editors

Project Type