John Hancock Mutual Life Insurance Company: Real Life, Real Answers campaign

Chris Amorosino

Misunderstood by some and initially feared by the company's own agents, the "Real Life, Real Answers" campaign hit home with the public.

John Hancock Mutual Life Insurance Company: Real Life, Real Answers campaign

Chris Amorosino

Overview

Misunderstood by some and initially feared by the company's own agents, the "Real Life, Real Answers" campaign hit home with the public. This emotional, image-shifting campaign for the John Hancock Mutual Life Insurance Company by Hill, Holiday, Connors, Cosmopulos aroused strong response, strong sales, and many imitators.

Launched in several U.S. newsweeklies in late 1985, the black-and-white campaign transported the viewer directly into intense vignettes of ordinary people struggling with common but critical financial concerns. A father with a newborn wants to be a good provider....

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