MetLife, Inc. : MetLife Runs Its First-Ever Super Bowl Ad
02/03/2012 | 05:05am
30-Second Spot Kicks Off New National Ad Campaign with the Tagline
"MetLife: I Can Do This"
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MetLife's new ad delivers the message that everyone, everywhere,
should have access to the financial security they need, and getting it
doesn't have to be difficult.
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Viewers can expect to see the beloved Peanuts® characters - along with
dozens of other special friends never before seen on television
together.
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The 30-second ad runs during the first commercial break of the fourth
quarter of the game.
MetLife, Inc. (NYSE: MET), a leading global provider of insurance and
employee benefit programs, and the title sponsor of MetLife Stadium,
today announced it will run a 30-second Super Bowl ad that will feature
the Peanuts® characters and dozens of other celebrities never before
seen on TV together. Titled "Everyone," the new ad delivers the
empowering message that everyone, everywhere, should have access to the
financial security they need.
MetLife is using the big game as a high-profile springboard to launch
new national advertising. With the tagline "MetLife: I Can Do This," the
campaign empowers and inspires consumers to act on their own best
intentions, and demonstrates that getting insurance doesn't have to be
as complicated, costly or time-consuming as people assume.
"At MetLife, we believe in empowering consumers to protect themselves
financially," said Steven A. Kandarian, Chairman, President and CEO of
MetLife. "Our campaign highlights the steps we've taken to make the
insurance-buying process simpler, faster, more affordable, and easier to
understand."
Beth Hirschhorn, MetLife's Executive Vice President and Chief Marketing
Officer, said, "We want everyone to believe they can do it. With the new
campaign, we're going to be showing consumers that MetLife is the
company making financial security achievable."
MetLife has developed a term-life policy purchase process, accessible
via the company's Web site, that can provide a quote, a fully
underwritten offer, and fulfillment, all online in a matter of minutes.
"Most people believe insurance is essential - they're just not sure
they're up to the task of getting it. And the industry hasn't made it
easy...until now," said Hirschhorn. "People don't want to be told what
they can't do - they want to be inspired by what they can do."
The advertising agency behind the new campaign is MetLife's agency of
record, Crispin Porter + Bogusky. The agency developed the campaign
concept and creative content, as well as marketing and advertising
executions.
The campaign will continue with another 30-second anthemic spot,
"Piano," airing later in February. A social media campaign featuring
characters from the "Everyone" spot will run before, during and after
the game on Facebook. An additional three TV spots will launch starting
in late February, each touching on the different themes supporting
MetLife's term-life insurance products. Print and digital elements will
also support the launch.
About MetLife
MetLife, Inc. is a leading global provider of insurance and employee
benefit programs, serving 90 million customers in over 50 countries.
Through its subsidiaries and affiliates, MetLife holds leading market
positions in the United States, Japan, Latin America, Asia Pacific,
Europe and the Middle East. For more information, visit www.metlife.com.
Super Bowl is registered trademark of the National Football League.
PEANUTS is a registered trademark Peanuts Worldwide.
MetLife, Inc.
Derek Aney, 212-578-4134
or
Burson-Marsteller
Meri
Carman, 212-614-4702
© Business Wire 2012
