• by Tanya Gazdik , October 11, 2022

MassMutual Life Insurance Co. is launching a campaign linked to its NHL sponsorship featuring pro hockey players. 

“Baby Skates,” from AOR Grey New York, features Tampa Bay Lightning duo Steven Stamkos and Victor Hedman and was developed in partnership with the NHL and NHLPA. 

It highlights one of the shared values between MassMutual and the NHL — interdependence — through humor.

The spot is a satirical take on youth sports and financial planning. It shows Stamkos pressuring Hedman to start thinking about getting his (fictional) child into youth sports early -- otherwise he needs to think about how he is going to pay for college. 

“We wanted to bring some lightheartedness around the common experiences we share as parents, and connect players and fans,” says Jennifer Halloran, head of brand and marketing at MassMutual.

The relationship between Samkos and Hedman demonstrates that the best relationships happen on and off the ice, adds Joe Mongognia. executive creative director at Grey.

“We wanted to create a campaign that was driven by interdependency and the overall importance of financial planning,” Mongognia says. “NHL fans mostly see the depth of the player’s interdependence in the way they play, but we were able to show everyday interdependence through one player supporting the other by helping protect their child’s future.”

The spot is the latest within a larger MassMutual campaign called “Uncomfortable Truths,” aimed at helping everyday folks face the taboo, scary or awkward realities of personal finances. 

MassMutual is entering its fifth year as the Official Life Insurance and Retirement Planning Partner of the NHL.

The spot will air on MassMutual and NHL digital and social channels, and will debut on TV tonight during ESPN’s opening NHL game between the Tampa Bay Lightning and New York Rangers at 7:30 p.m. ET. 

It will air on the NHL’s United States TV rights holders (ESPN and TNT) and NHL Network throughout the 2022-23 NHL season as well as across social media and the NHL’s digital properties.