Massachusetts Mutual Life Insurance Company (MassMutual) leveraged its official partnership with the NHL and the NHLPA through an October campaign called ‘Baby Skates’ fronted by player ambassadors and Tampa Bay Lightning stars Steven Stamkos and Victor Hedman.
Conceived by the company’s creative agency of record Grey New York and developed in partnership with both the league and the players association, ‘Baby Skates’ highlights the shared sponsor/property owner value of independence via an ad based around humour and satire.
In a satirical take on youth sports and financial planning, the hero commercial features Stamkos pressuring Hedman (who is holding his baby) to start thinking about getting his child into youth sports early, or lese he’ll need to start thinking about how he is going to pay for college.
Not every kid can get an athletic scholarship. Take @realstamkos91’s advice and make a game plan today. @NHL @NHLPA pic.twitter.com/M52CJqak9c
— MassMutual (@massmutual) October 11, 2022
The central commercial is supported by a set of additional content amplified across the brand and the players’ social accounts including a ‘behind-the-scenes’ video.
You asked, we delivered. Take a look behind the scenes of our @NHL @NHLPA commercial starring the ultimate hockey dad duo @realstamkos91 and Hedman. pic.twitter.com/xQ9qTrwDkC
— MassMutual (@massmutual) October 15, 2022
What do you think? Do they look like dads or what?
Hockey duo @realstamkos91 and Hedman gave us their best performances for our new college savings ad with the @NHL @NHLPA. pic.twitter.com/XPXAQcpnek
— MassMutual (@massmutual) October 26, 2022
“We wanted to create a campaign that was driven by interdependency and the overall importance of financial planning,” said Grey ECD Joe Mongognia. “The relationship between Steven Samkos and Victor Hedman demonstrates that the best relationships happen on and off the ice. NHL fans mostly see the depth of the player’s interdependence in the way they play but we were able to show everyday interdependence through one player supporting the other by helping protect their child’s future.”
“Together with the NHL and NHLPA, we wanted to bring some lightheartedness around the common experiences we share as parents and connect players and fans with raising children in sports,” adds MassMutual Head Of Brand Marketing Jennifer Halloran. “The spot showcases Victor and Steven, two friends and players sharing this experience and reminding others of the need to plan ahead and protect those who matter most to you.”
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The campaign rolls out at the start of the 2022/3 NHL season which marks MassMutual’s fifth year as the Official Life Insurance and Retirement Planning Partner of the NHL.
It follows on from 2021 ‘Duos’ activation fronted by Washington Capitals teammates Alex Ovechkin and Nicklas Bäckström.
Baby Skates runs under MassMutual’s umbrella ‘Uncomfortable Truths’ brand platform and the overarching idea aims to reflect the widespread desire to help the world face awkward, frightening and/or taboo realities of life linked to personal finances.
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