B2B Commercial "Hot for Teachers" Coverpath

A B2B commercial advertising MassMutual's Coverpath insurance to an audience of educators.

Challenge

To raise public awareness of MassMutual's Coverpath life insurance among specific audiences. In this case, teachers and teachers' associations. The challenge was to create something to help MassMutual Coverpath stand out. 

Solution

A B2B video ad series aimed at specific demographics and released through social media and digital platforms. 

Coverpath embraced our light comedy approach to these live-action social media videos, and we wrote stories that would deliver the required messaging but in a fun, engaging way.

These B2B commercial series has won 11 awards for our innovative take on explaining life insurance.