Hasta La Creative!

The rain didn’t dampen the activation insurer MassMutual employed around the New York City Marathon on Sunday, the first marketing event of its kind for the Springfield, Massachusetts-based brand.

As part of its new “Live Mutual” branding, announced earlier this year, the company paired runners from out of town with local cheering supporters for “Adopt a Runner.”

The nearly two-minute-long spot hitting social feeds Monday includes images of supporters and runners in the 26.2-mile race around the citythat hit Queens, Brooklyn and, of course, Manhattanas well as on-the-street interviews.

Continue reading at AdAge.com