Parents observe their kids at less than inspired play, wondering which one will make enough money to support them in retirement. That’s the gist of this humorous spot for Massachusetts Mutual Life Insurance Company (MassMutual) that’s based on the real insight that 55% of parents expect their children to provide them with financial assistance during retirement years.
The parents in this ad even wonder out loud if one of their kids will be successful enough to support them. And if not, maybe they should have another child.
Titled “Kids,” the commercial is part of an “Uncomfortable Truths” campaign from Grey New York. The package of spots, including “Kids,” was directed by Hank Perlman of production house Hungry Man. The three :30s are airing during Olympics coverage.
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Credits
Client MassMutual Agency Grey New York John Patroulis, worldwide chief creative officer; Justine Armour, chief creative officer, NY; Joe Mongognia, executive creative director; Mike Abell, creative director, copy; Kevin Gentile, creative director, art; Diane Holiday, jr. art director; Julia Scoper, jr. copywriter; Tony Lederer, executive strategy director; Jhanell Biggs, sr. strategist; Beth Rolfs, executive strategy director; Daniel Avon, director, data strategy. Production Agency Townhouse James McPherson, chief production officer; Kimberly Kietz, director of production, NY; Bruce McDonald, VP, executive producer; Kevin Grover, VP, sr. producer; Brian Safuto, casting director. Post/Audio Gramercy Park Studios Lauren Kulchinsky, managing director; Dante DeSole, VP, director of audio; Kenny Pedini, sr. postproduction supervisor. Production Hungry Man Hank Perlman, director; Mino Jarjoura, managing partner/exec producer; Caleb Dewart, exec producer; Julianne Maloney, line producer; Darren Lew, DP; Tyndall Arrasmith, production designer; Paul Norling, editor; Franchesca McDowell, post producer.
Apple released a new iteration of its Goalie Masks Made on iPad campaign--this time teaming up with National Hockey League (NHL) goaltender Sam Montembeault to create the goalie masks that young hockey players dream of wearing. NHL mask artists deployed iPad Pro and Apple Pencil Pro to design the dream masks in time for Canada’s marquee youth hockey event, the Quebec International Pee-Week Hockey Tournament.
It’s a tournament which gives youngsters the opportunity to not only gain high visibility for their talents but also to compete on a huge rink in a professional arena before a large crowd.
In this short film--directed by Jason Van Bruggen of production company Suneeva for agency TBWA\Media Arts Lab, Canada--among the young aspiring goalies we meet is a girl who wants the mask of a lioness, inspired by how she strives to protect her teammates, akin to guarding her cubs. Several young goalies in this film, including her, end up getting their dream masks.
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