In 2020, New York Life Insurance turned 175 years old. They wanted to celebrate a legacy of helping people act selflessly for their families and loved ones. After all, at its core, that’s what a life insurance policy really is.
Our idea ended up launching as a :60s Super Bowl spot… and finally justified four years of studying ancient Greek in college.
It articulated the company’s entire 175-year legacy, and the values of their clients, in one unique word:
agápe | ἀγάπη | ah-gah-peh — love as an action.
More examples of agápe.
“Movies in the Spirit of Agape”
Using a mix of archival and home footage, we celebrated NYL’s historic milestones—moments when they put love into action.
A history of love in action, brought to life between the subway platform and NYL’s iconic building on 51 Madison Ave.
The campaign was chosen as Anomaly’s 2020 Campaign of the Year.
Love Takes Action 2.0
In the next iteration, we celebrated New York Life’s unique product, their agents, by comparing them to every other kind of product in your life.
In a second spot, we we showed how even little acts of love are important.
Love Takes Action 3.0
In these spots, we took a little trip to the future to show how important it is to speak to an agent, today.
