M&C Saatchi LA brings to life the “Power of Pacific” in new integrated campaign for Pacific Life

Key Takeaways

  • M&C Saatchi LA launches new corporate brand campaign for Pacific Life.
  • Highlights of the campaign include 3 x :30 national TV spots, which combine filmed footage and best-in-class VFX from MPC.
  • The campaign will run through 2018 and is the partnership's first collaboration after the business was appointed last year.

September 8, 2017 - The new corporate brand awareness campaign is the first offering from M&C Saatchi LA as Creative Agency of Record, after winning the business following a competitive review late last year.

The fully integrated campaign is a first for Pacific Life, the Southern California-based provider of life insurance and retirement solutions. In an evolution from previous commercials, the campaign illustrates how the strength, power and stability of the familiar humpback whale can help give consumers the confidence they need to live the life of their choosing, both now and in the future. Focusing on the unique benefits that Pacific Life can bring, it gives new meaning to what harnessing the “Power of Pacific” can truly mean for customers.

Using a powerful combination of filmed footage, and astonishing VFX provided by industry experts MPC, the M&C Saatchi LA team and production partner Hobnob created three :30 commercials, which launched nationally last Saturday with a scene-stealing spot during college football. A digital investment provides further levels of breadth and depth to the campaign, culminating in a unique campaign landing page providing customers with an even richer explanation as to how the “Power of Pacific” can help them reach their goals. 

"When you start with a brand icon that’s as majestic and beautiful as a humpback whale, you can’t help but be inspired to create work that feels emotional and awe-inspiring,” says Maria Smith, executive creative director. “We literally built our stories around the whale and let the magic of these moments unfold in breathtaking fashion from there."

“We are excited to launch this new campaign as we explain how consumers can harness the Power of Pacific,” says Tennyson Oyler, vice president of Brand Management and Public Affairs for Pacific Life. “The M&C Saatchi LA team worked hard to make sure our iconic humpback whale shined and made a splash.”

The campaign will run throughout 2017 and into 2018.

About M&C Saatchi LA:

Founded by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ M&C Saatchi is the world's largest independent marketing communications group, with 27 offices globally, and was named runner up for Campaign Magazine’s Agency Network of the Year 2015. The network employs more than 1,800 people who service over 200 clients, spanning advertising, design, social, content, digital marketing, mobile, public relations, sponsorship and event management. Named in the top 5 of Ad Age’s Best Places To Work, M&C Saatchi LA produces iconic and engaging work for brands in numerous sectors. For more information, please see www.mcsaatchi-la.com.

About Pacific Life:

Founded in 1868, Pacific Life provides a wide range of life insurance products, annuities, and mutual funds, and offers a variety of investment products and services to individuals, businesses, and pension plans. Pacific Life counts more than half of the 100 largest U.S. companies as its clients. For additional company information, including current financial strength ratings, visit www.PacificLife.com. Pacific Life refers to Pacific Life Insurance Company and its affiliates, including Pacific Life & Annuity Company. Client count as of June 2017 is compiled by Pacific Life using the 2017 FORTUNE 500® list. 





Key Takeaways

  • M&C Saatchi LA launches new corporate brand campaign for Pacific Life.
  • Highlights of the campaign include 3 x :30 national TV spots, which combine filmed footage and best-in-class VFX from MPC.
  • The campaign will run through 2018 and is the partnership's first collaboration after the business was appointed last year.
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Media Gallery

Pacific Life
Pacific Life

Video Gallery

Power of Pacific: "Game Plan": Life insurance and retirement solutions for where life leads. That’s the Power of Pacific. Some moments can change everything, but you can always game plan for them. Having a plan in place can prepare you for wherever life leads. A shared love of football creates a special bond between two college students and leads them down a path that brings them back to campus twenty years later. See their story.
Download
Power of Pacific: "Game Plan": Life insurance and retirement solutions for where life leads. That’s the Power of Pacific. Some moments can change everything, but you can always game plan for them. Having a plan in place can prepare you for wherever life leads. A shared love of football creates a special bond between two college students and leads them down a path that brings them back to campus twenty years later. See their story.
Power of Pacific: "Meaningful Moments": What does it mean to be able to harness the Power of Pacific? We answer that question by seeing the many wonderful moments that can fulfill a retirement journey and by connecting those moments to Pacific Life. Having the confidence to create the future that’s most meaningful to you. That’s the Power of Pacific.
Download
Power of Pacific: "Meaningful Moments": What does it mean to be able to harness the Power of Pacific? We answer that question by seeing the many wonderful moments that can fulfill a retirement journey and by connecting those moments to Pacific Life. Having the confidence to create the future that’s most meaningful to you. That’s the Power of Pacific.
Power of Pacific: "Ingredients of a Life Well-Lived": The ingredients of a life well-lived is protecting the people who matter most. The dining room represents the heart of the home for many families, but it’s the people who fill it that make life meaningful. Life insurance and retirement solutions for protecting what matters most.
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Power of Pacific: "Ingredients of a Life Well-Lived": The ingredients of a life well-lived is protecting the people who matter most. The dining room represents the heart of the home for many families, but it’s the people who fill it that make life meaningful. Life insurance and retirement solutions for protecting what matters most.

Quotes

“
We are excited to launch this new campaign as we explain how consumers can harness the Power of Pacific. The M&C Saatchi LA team worked hard to mak...
Tennyson Oyler — Vice President, Brand Management & Public Affairs for Pacific Life

Related Bios

Tennyson Oyler
Vice President, Brand Management & Public Affairs for Pacific Life
Mr. Oyler serves as vice president, Brand Management and Public Affairs. In his current role, Mr. Oyler manages all aspects of Pacific Life’s brand, corporate advertising, public and media relations activities, external corporate communications, as well as its local government affairs initiatives. He manages the Company’s community relations function and staff, with responsibility for the implementation of the $6.25 million giving program of the Pacific Life Foundation, as well as Pacific Life’s employee volunteer groups. In addition, he oversees the usage and protection of the Company’s brand identity, including Company trademarks, digital strategies, social media, and websites. Mr. Oyler currently serves as President of the Pacific Life Foundation.

Mr. Oyler joined Pacific Life in 2002 as an analyst, and has held increasingly responsible positions within the Public Affairs Department. He was promoted to manager in 2004, director in 2006, assistant vice president in 2008, and vice president in 2012.
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Maria Smith
Executive Creative Director, MC Saatchi LA
In 1998, Ms. Smith moved from Santa Cruz to Los Angeles to take a quick, much-needed break from an intense Ph.D. literature program. She found a “temporary” job in the copy editing department of an ad agency, discovered an industry that re-ignited her creative thinking, and never turned back.

She eventually went back to school, but this time to build her advertising portfolio. With that portfolio, she landed her first copywriting job at TBWA\Tequila and TBWA\Chiat\Day in LA. While there, Ms. Smith was able to do work that bridged the two divisions, bringing award-winning digital, traditional and non-traditional creative solutions to clients that included Energizer, Hoover, Method and Nissan.

In 2008, Maria joined the creative team at M&C Saatchi in Los Angeles. As a writer, Associate Creative Director and now Executive Creative Director, she has brought creative thinking to clients such as Epson, Google, Qantas, The J. Paul Getty Museum, the California Department of Public Health, the San Diego Zoo, Crystal Cruises, Sylvester Cancer Center, VIZIO and Pacific Life.
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Contacts

Rebecca McGough
D: +1 310 401 6070; M: +1 310 614 4451
rebecca.mcgough@mcsaatchi-la.com
Group Account Director, M&C Saatchi LA