Debuting in 1963, “Wild
Kingdom” showcased animals in the wild and conservation, introducing Americans to the wonders of the natural world. And it was sponsored by Mutual of Omaha.
That legacy continues,
noted in new creative by Tombras titled “Voices of the Wild,” which posits a primal need for protection in the animal and human kingdoms.
Protection has defined the
company for more than 115 years, rooted in core insurance products and financial services.
The agency's challenge was setting Mutual of Omaha apart, which resulted in the tagline:
“Protect Your Kingdom.”
The 60-second spot blends archival footage and original voiceovers from TV host Marlin Perkins with new narration from current host Peter Gros. “The
call to protect is primal. It’s a promise we all carry. It’s your kingdom. Protect it fiercely.”
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The cross-media campaign is running on streaming video, OTT, social
(Meta), YouTube, display and audio. It's the first work from Tombras since winning the business in March.
Dooley Tombras, agency president, said: “Tapping into the legacy of Mutual
of Omaha’s Wild Kingdom let us connect generations, those who grew up with the original series and those discovering it today. By grounding the work in the primal instinct that drives protection
for both the brand and ‘Wild Kingdom,’ we created a story only Mutual of Omaha could tell.”