In a refreshing take on financial advertising, MassMutual has launched its new brand campaign, "The Feeling Is MassMutual," marking the company’s first creative collaboration with agency of record 72andSunny New York. The campaign blends humor with emotional insight to reframe financial planning as an everyday essential—on par with brushing your teeth or seeing a doctor.
At the heart of the campaign is a recognition of how persistent and often overwhelming financial concerns can be. Rather than ignoring them, the campaign’s characters give these worries a voice—sometimes quite literally—by talking to pets or their children’s stuffed animals in moments of comedic self-reflection. These humorous scenes serve a larger purpose: to make the idea of working with a financial professional feel comforting, approachable, and even human.
“The goal is to show that having a financial professional on your side provides a feeling of security and peace of mind,” explains Kristin Lane, MassMutual’s Head of Customer Activation and Engagement. “Financial topics are often stressful, complex, and deeply personal. This campaign breaks through those emotional barriers by using humor to spark connection.”
The campaign also targets two key audiences: consumers seeking financial guidance and the financial professionals who provide it. One ad in the series features a financial advisor obsessing over how to better serve his clients—offering a moment of relief when he realizes he’s backed by MassMutual’s suite of flexible tools and offerings. This dual messaging underscores the value of MassMutual’s support system, both for clients and those advising them.
For Juliana Cobb, Head of Creative at 72andSunny, the campaign is built around a universal truth: “Financial planning is confusing, and because of that, many people avoid it altogether. But avoidance doesn’t erase the stress—it just hides it until it shows up in everyday life, sometimes in ridiculous ways. We wanted to shift that focus and highlight the genuine emotional relief that comes from taking action.”
Supporting content includes digital banners, social media assets, and custom audio segments, all maintaining the campaign’s warm, witty tone. The visuals feature bright, human-centric photography that emphasizes connection, comfort, and clarity.
Ultimately, "The Feeling Is MassMutual" does more than just sell financial services—it offers reassurance in a language that feels fresh and familiar. By leaning into humor and human emotion, the campaign invites viewers to see financial planning not as a burden, but as a source of empowerment and calm.
