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.