NHL: Here For Every Moment

MassMutual is an official partner of the National Hockey League (NHL). But more importantly, we’re big-time hockey fans. During the 2024 NHL Playoffs, we wanted to share in the momentous occasion with fans nationwide, demonstrating that we’re passionate and engaged in the game while reinforcing our core brand messaging. Our :30s and :15s broadcast and social spots accomplished this using a mix of archival NHL footage and special moments captured during the first round of playoff games. MassMutual was founded to help people secure their future and protect the ones they love. Our creative and messaging drew parallels between MassMutual’s value proposition and the NHL by celebrating the past, living for the present, and planning for the future.

From the original award submission.