John Hancock and Michael Mark's prying brother bum out Super Bowl viewers who haven't invested wisely in this spot, also known as "Brothers," by Hill, Holliday, Connors, Cosmopulos. The ad follows not long after the 1987 stock market crash, which presumably would have put a dent in the protagonist's investments if he'd had any at the time, but doesn't address it directly.
Hill Holliday had been working for fellow Boston firm John Hancock since 1985, but their relationship wound up lasting through 2017. The "Real Life. Real Answers" theme in this spot was a Hill Holliday creation, as were later taglines "Life Comes Next” and “A Different Approach.”
Other financial services firms that took to the Super Bowl over the years include Shearson Lehman Hutton in the same game ("Program Trading," which tries to capitalize on Black Monday), First Union in 1999 ("Launch" and "Cityscape"), Nuveen Investments in 2000 (with the polarizing Christopher Reeves-walks spot "Advances"), Charles Schwab in 2000 ("Retirement Home" and "Ringo Starr") and 2002 ("Advice"), and SunTrust in 2016 ("Hold Your Breath").
Director: Joe Pytka.
BRAND: John Hancock
AGENCY: Hill, Holliday, Connors, Cosmopulos