A new television commercial and social spot from MassMutual launched at the start of the 2021/2 season and celebrates the fourth year of the insurer’s partnership with the National Hockey League (NHL).
The ad, titled ‘Duos’, from the official life insurance and retirement planning partner of the NHL features Washington Capitals teammates Alex Ovechkin and Nicklas Bäckström, as well as Ovechkin’s wife Nastya
The ad’s narrative arc, pitches Ovechkin and Backstrom as match made in hockey duo heaven, sees Nastya Ovechkin ask her husband why Bäckström is listed on his life insurance policy and Alex Ovechkin responds that the two teammates rely on each other to achieve feats in hockey.
The spot will debut on US television on 12 October during ESPN’s ‘NHL Face Off Game’ between the Pittsburgh Penguins and Tampa Bay Lightning which marked the start of the regular season. It also premiered on the brand’s digital and social channels, as well as on online platforms belonging to the NHL, the NHLPA and the Capitals. It will air on the league’s US TV rights holders’ channels – ESPN and TNT – as well as NHL Network throughout the 2021-22 season.
The campaign, created by agency Grey, leverages the company’s partnership not just with the league, but also with the National Hockey League Players’ Association and the Capitals.
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The messaging focus is on planning and protecting beyond the rink and the values of ‘interdependence’ shared by MassMutual and the NHL and the campaign dovetails with the umbrella ‘Uncomfortable Truths’ platform MassMutual rolled out earlier this year.
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