Life insurance ownership has remained flat or decreased over the last decade.

And life insurance is low-interest and an incredibly undifferentiated category with high misattribution between all the major brands. New York Life is also outspent by our competition in terms of TV and media spends. The brief was to bring to life the true meaning of the brand and the act of buying life insurance in a compelling way that would begin to drive differentiation in a difficult category.

“Love Takes Action”: New York Life is the unwavering beacon for those who act on their love.

We launched Love Takes Action with “Agape” at the Super Bowl. To tell our story about love, we revealed a truth about the Ancient Greeks and their four words for love. Our voiceover by Tessa Thompson concluded on what it took to protect your family. “The fourth kind of love is different. It is the most admirable. It’s called, Agape. Love as an action. It takes courage. Sacrifice. Strength.”

And we backed-up our “Love Takes Action” philosophy and the Agape film by showcasing all of the ways New York Life has taken action via OOH and social videos. From being the first insurer to support people with AIDS, to leading the industry in immediately waiving the proof of death clause after 9/11, to hiring the first woman as an insurance agent in 1891.

Agápe begins by stating there are four ancient Greek concepts of love. (Each concept is introduced in chapter form, with a large super and corresponding Greek text). ?Our narrator first describes philía: the bond of friendship. We see an intimate moment between friends. Next, she describes storge, love you have for family. We see moments of familial love. Then éros—romantic love. Here, a couple shares an intense romantic connection. The narration culminates in agápe—love as an action. The most admirable and profound. We see selfless love: a man lowering his elderly father into a bath. Boys shaving heads out of solidarity for a teammate. The narration turns to reveal how for 175 years, New York Life has been helping people act on love, so they can reflect on their lives, and know they did the right thing. The spot ends on a beautiful shot of a mother holding her daughter.