Press release from Business Wire
MetLife Runs Its First-Ever Super Bowl Ad
Friday, February 03, 2012
NEW YORK (Business Wire) -- 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.
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.
Derek Aney, 212-578-4134
Meri Carman, 212-614-4702