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.
