Physicians Mutual has launched a new brand campaign aimed at reclaiming the joy that comes from entering retirement. The new spots feature the return of the company’s brand spokesperson, actor John Michael Higgins, who showcases his song and dance abilities while bringing an enjoyable humor to the campaign.
The pandemic has created increased uncertainty and complexity for those approaching retirement age. Particularly the onset and escalation of “ambiguity loss,” which is the psychological grieving around the loss of an envisioned future resulting in a heightened need for social connection, comfort and familiarity.
Physicians Mutual is uniquely positioned to provide an emotional counterbalance by shifting the prospective retiree to feeling connected with an approachable, credible educator devoted to reestablishing a positive retirement outlook.
The Intermark team helped lead the creation of those spots, alongside members from the Physicians Mutual in-house creative team. The spots were produced by MJZ Productions with director Nick Ball.
These commercials have begun airing nationally, featuring a launch during March Madness coverage. The spots have also received national coverage by multiple publications, including Ads of the World, MediaPost, and Little Black Book.