The Drum Awards Festival - Extended Deadline

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Agency: Anomaly
Date: Jan 2020
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New York Life, a mutual life insurer, revealed the 60-second advertising creative to air during the Super Bowl. The film, titled Agápē, launches New York Life’s new “Love Takes Action” campaign, a celebration of the company’s first 175 years. The creative will run between the game’s first and second quarters.

Exploring the different types of love originating in the ancient Greek language, the film focuses on agápē [pronounced ah-GAH-peh], the most profound type of love, love as an action. Given New York Life’s 175-year history of helping people build better futures for themselves and the ones they love, the Agápē film recognizes the actions people take every day to protect their loved ones.

The 'Love Takes Action' campaign, which will run throughout 2020, is rooted in New York Life’s long-held core values of integrity and humanity, and the company’s purpose - to be there when our policy owners need us. The campaign will also include additional assets that spotlight notable milestones in New York Life’s 175-year history of pioneering actions: from hiring the company’s first female agents in 1891, to standing by policy owners during the Great Depression, to being one of the first corporations to fund AIDS research and awareness.

Anomaly led the creative and production for the film, which was directed by Cole Webley of Sanctuary Content.

Agápē features an impactful voiceover by actress Tessa Thompson that powerfully represents the concept of love in action. Her acting roles include civil rights activist Diane Nash in the historical drama Selma, lead female role in the sports drama Creed, Charlotte Hale in HBO’s Westworld and superhero Valkyrie in Thor: Ragnarok and The Avengers.

The bespoke score for Agápē was created by world-renowned composer Max Richter.



New York Life

Director: Cole Webley

Score: Max Richter

Voice over: Tessa Thompson