Recently our partner, Northwestern Mutual, launched a new major campaign and we were honored to lead the creative and strategic charge. Knowing that consumers are tired of seeing the typical financial planning ads overloading them with thoughts of retirement and other big, scary financial vocabulary, this campaign took a different approach.

“The good stuff is happening right now. Northwestern Mutual gets that, and their approach to financial planning is about understanding what’s important now and later, and planning for both. We wanted to make sure these spots were as empathetic as the strategy; it’s authentic storytelling, not contrived or cliche ad moments.” –Jay Russell, CCO, GSD&M

If you haven’t caught these spots on TV yet, check them out below.