• by Tanya Gazdik , January 28, 2020

New York Life’s Super Bowl spot will launch a campaign to celebrate the mutual life insurer’s long history.

The 60-second spot from Anomaly, “Agápe,” launches the “Love Takes Action” campaign, which aims to reflect the 175-year-old company’s long-held mission, purpose and core values. The campaign, featuring the hashtag #lovetakesaction, will run throughout 2020.

The spot will air between the game’s first and second quarters.

Creative focuses on the different types of love exemplified in the Greek language, including agápe, “the most profound type of love, love as an action,” per the company.

The voiceover is from actress Tessa Thompson. Music was created by composer Max Richter, an influential figure in the contemporary music scene.

The creative aims to remind Americans that they have the power to act on their love, whether through considerable hardships or the smallest and most personal gestures, says Kari Axberg, New York Life vice president, brand marketing.

“Our aim with Agápe is to connect at an emotional level with our policy owners, potential customers, financial professionals, and employees in communities across America,” Axberg tells Marketing Daily. “The Super Bowl delivers an ideal opportunity to make this connection.”

The campaign will also include additional assets that spotlight notable milestones in New York Life’s 175-year history of pioneering actions: from hiring the company’s first female agents in 1891, to standing by policy owners during the Great Depression, to being one of the first corporations to fund AIDS research and awareness.