New York Life Unveils First Campaign From Anomaly
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Being good at life isn’t as simple as waking up and going through the motions. According to a new campaign from New York Life Insurance, it also means taking care of your financial future. The New York-based mutual life insurance company will debut “Be Good At Life” this Saturday with a spot starring comedian Demetri Martin.
“We have made a choice to focus more specifically on the maturing millennials market because we believe it’s so important to break through and win their attention to encourage our ability to grow and their ability to have access to financial security,” said Kelli Parsons, senior VP-chief communications and marketing officer at New York Life. She noted that Mr. Martin, who has signed on for the first introductory spot but may appear in more, is broadly appealing to audiences from millennials to baby boomers.
The new push is the insurer’s first campaign since 2012’s “Keep Good Going” and represents its first creative work from New York-based Anomaly, which New York Life named its agency of record late last year. The “Keep Good Going” tagline will be retired.
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