MassMutual: Check

FOR IMMEDIATE RELEASE

Contact: Steve Fisher
President
RPG
Phone: 818-688-1502
E-Mail: rpgpublicity@gmail.com
Tuesday, May 28, 2013

PICROW'S PETER LANG PICKS UP THE CHECK FOR MASSMUTUAL

Hollywood, Ca –
Client: MassMutual Financial Group

Airdate: The three spots titled “Check,” “Portrait” and “Victory Dance” will air nationwide starting the first week in June.

Production Co.: PICROW, Hollywood, California.
Peter Lang, Director/Cameraman, Roger Hunt, Executive Producer and Kristy Kessler, Producer.

Agency: Mullen, Boston, Massachusetts
John Wolfarth, Group Creative Director, Ronan Doyle, Creative Director and Ken Kingdon, Producer.

Editorial: The spots were cut at Edit Bar, Boston, Mass. Peter Barstis, Editor, Vanessa Macedo, Executive Producer and Kelly Hansen, Assistant Editor.

The Spots: Each of the three spots features family members thinking to themselves regarding “What Matters Most” in their lives. Director Peter Lang says of the campaign, “It’s about capturing the thoughtful, contemplative moments in-between, a sense of their lives. The challenges to each family are universal.” Mullen VP Associate Creative Director Ronan was impressed with Lang’s work on the ongoing campaign. “The first time I worked with Peter, I guess I got really lucky. His ability to bring emotion out of talent is unbelievable. The second time I worked with Peter had nothing to do with luck — I simply didn't consider working with anyone else.”

In the spot “Victory Dance,” a young man whips up some snacks while in the adjoining den, couples clad in team gear sit glued to the television. The man’s wife stands up to celebrate a score, revealing that she’s pregnant. He looks at her and thinks to himself, “It’s like we’re in college, but with a mortgage.” He realizes the most important person in his life hasn’t been born yet. He needs some solid financial plans.

In “Portrait,” a multigenerational family poses for a portrait At each shot, something interrupts the moment. The mother thinks to herself, “In life, you have to go with the flow, sometimes there are surprises. She realizes that its good to plan for life’s challenges.

In “Check,” a timeless situation occurs. A father and son battle over the end-of-meal restaurant check. We hear both men’s thoughts. The son feels it’s his turn to pick up the tab. “I’m still earning, he’s retired,” he says to himself about his father. He father thinks back, “I hope he’s saving enough in his 401(K).”

Each spot in the campaign highlights MassMutual’s offerings of insurance, retirement and investment plans. “We’ll help you get there,” reads the tagline.





Scene from :30 “Check” for MassMutual directed
by PICROW’s Peter Lang



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