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
Client :
Northwestern Mutual
Agency :
Chief Creative Officer :
Jay Russell
Creative :
Jeffrey Butterworth
Creative :
Ryan Warner
Creative :
Justin Han
Creative :
Drew Vaughn
Production :
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
Director :
Brig White
Cinematography :
Emmanuel Lubezki Chivo
Post Production :
Cut + Run
Edit :
Jay Nelson
Production :
Bebe Baldwin

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