Women athletes ‘stay ready’ in MassMutual’s campaign to close the female wealth gap

Women athletes get ready and stay ready to take control of their financial futures in a new spot from MassMutual starring Madison Keys, Flau’jae Johnson and Christen Press. Launched in time for the NCAA March Madness, the spot, titled “Stay Ready,” celebrates women’s sports and empowers female athletes to take control of their finances with a voiceover by NCAA basketball star Flau’jae Johnson about what it takes to be ready for greatness. The campaign celebrates the game-winning preparation required in sports, from strategy to discipline to teamwork, principles also needed for financial preparedness and success. Directed by child., the campaign film depicts Keys, Johnson and Press putting in the work to hone their sport, proving that the best way to get ready is to “Stay Ready.” This in then likened to women’s financial journeys. The spot comes as female athletes continue to gain momentum, with women’s sports gaining visibility and influence, especially around March Madness. “Financial confidence is female empowerment,” said Jennifer Halloran, head of brand and marketing at MassMutual. “When women are equipped with the right tools and surrounded by a supportive team, they can take control of their finances and their future—unlocking opportunities and new possibilities. ‘Stay Ready’ is the next step in MassMutual’s commitment to closing the financial confidence gap for women.” The campaign, with an all-women cast, was directed by a woman and created by a women-owned agency, Deep Blue. It was developed with an all-female marketing team at MassMutual. “Financial confidence isn’t just about building wealth, it’s about access, resources, visibility, opportunity, and the power to shape your future on your own terms,” said Laura Correnti, founder and CEO of Deep Blue. “MassMutual is positioned to close the financial confidence gap for women, and our work in spotlighting the preparation Flau’jae, Madison and Christen put in on and off the court will usher in a new chapter for MassMutual to inspire women everywhere to create their own financial regimen for success.” The campaign will run on TV, digital, radio, print and social. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Women athletes ‘stay ready’ in MassMutual’s campaign to close the female wealth gap

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