• by Larissa Faw , May 28, 2014

MetLife is using the game of golf as part of a new advertising campaign to support the MetLife Premier Client Group, the company’s recently reorganized retail distribution organization within its U.S. Retail division.

The concept is intended to demonstrate that both a great game of golf and solid financial planning require perspective to identify risks and opportunities at the same time. 

Miami-based advertising agency Crispin Porter + Bogusky developed the ads for MetLife, while New York-based Burson-Marsteller is developing and implementing a complementary public relations campaign that launches in early June. Print and online components will appear in publications and on a variety of websites in the coming months. 

“From the placement of the pin to the conditions on the course, a skilled golfer must account for many factors in order to succeed,” said Paul LaPiana, Senior Vice President, MetLife Premier Client Group. “To ensure we are helping our clients succeed, our financial services representatives take a team approach to financial planning, leveraging each other’s expertise to create a truly diversified portfolio that can grow and safeguard their clients’ assets.”

Under the banner “The MetLife Perspective,” the advertising differentiates the services offered by the MetLife Premier Client Group by highlighting the group’s unique approach of balancing risk and wealth management solutions to help clients succeed.

One current TV spot, for instance, shows a golfer preparing to hit a shot from the fairway. When he turns to his MetLife caddy for advice, the caddy uses a two-way radio to communicate with other MetLife team members along the fairway, in the broadcast booth, and in the MetLife blimp overhead to help the golfer plan his shot. Then, after reviewing the advice of all the advisors, the caddy selects the right club from his bag, the golfer hits his shot, and the gallery responds with applause. 

Another TV ad - slated to debut in the coming weeks - finds a golfer taking a second look at his partner’s new set of clubs to find that all the clubs in the bag are drivers. The spot explains to viewers that a truly diversified portfolio should contain more than just investments and should also include products that protect a person’s assets. 

These TV ads will air during PGA Tour broadcasts through the fall. According to Kantar MetLife spent $86 million on ads last year. How much has been earmarked for the new campaign wasn't immediately clear. 

Golf serves as an important branding vehicle for MetLife. Since July 2013, MetLife has been the Official Life Insurance Sponsor of the PGA Tour and Champions Tour. Plus, the company’s blimps have been providing aerial coverage of professional golf events for over two decades.

“Golf fans get a unique perspective of the game through MetLife blimp aerial television coverage,” said Steve Ashton, Vice President, MetLife Premier Client Group. “Using golf to share information about the MetLife Perspective as well as life insurance and other products with our clients and prospective clients works well for us.”