A first-ever live ad broadcasted with context.
After a divisive 2017, MassMutual was looking to restore Americans’ faith in humanity and saw the opportunity to close out the year on a positive note by celebrating uplifting news stories during our biggest moment of reflection. We worked with CNN’s Great Big Story to produce short documentaries, profiling unsung heroes from across the country. We ran a 2-minute brand film ad during live TV tentpole moments––from A Christmas Story to the NHL Winter Classic––while hardworking media including airport television, social, cinema, print, and radio tactics drove to The Unsung microsite. New Year’s Eve became the campaign’s focal point. Our heroes' documentaries ran with editorial integrations throughout the day, and MassMutual––the exclusive advertiser of CNN’s closing timeslot––broadcasted a 2-minute live ad and special performance honoring our heroes from New York City's Lincoln Center. By capturing the year’s last mass tune-in opportunity, MassMutual was able to have the final word of 2017.