In the midst of the uncertainty caused by the last few years, consumers have been experiencing anxiety and fear, leading to decision paralysis and inaction. Symetra Life Insurance aims to offer an antidote to these emotions by increasing trust, predictability, and reducing risk.
To engage more Gen-Xers who feel increased pressure to protect their families and plan for the future, Symetra collaborated with its long-time creative partner and agency of record, Copacino Fujikado, to develop the national campaign.
The campaign, “Teammates” seeks to help consumers navigate uncertain times. To accomplish this, the brand and agency turned to WNBA legend Sue Bird.
The creative, which launched with a key 60-second spot titled “Breathe,” showcases real-life scenarios where teammates play a pivotal role. These scenarios range from a husband and wife anxiously waiting for test results to sports-related situations. At the heart of the stories is Bird, referred to as the GOAT (Greatest Of All Teammates), who serves as the narrator and also plays the role of a coach for aspiring young basketball players.
The ideation process behind the campaign started with a video featuring a coach and a Special Olympics weightlifter who shared a remarkable friendship, inspiring each other to achieve their best. This led to the concept of celebrating great teammates in life, such as teachers, parents, and family members, who offer support and inspiration.
Trinity Parker, senior vice president, and chief marketing officer of Symetra, emphasized that the “Teammates” campaign carries a straightforward message: like the best teammates, Symetra is there for you at every stage of life. “Our Teammates campaign has always had a simple message: Like the best teammates, Symetra is there for you. Whatever your stage of life, we have your back with retirement, benefits and life insurance products that help you feel more confident and secure no matter what the future holds. We want to be consistent about that message in a way that reflects that kind of company we are: We are inclusive, and we care about our customers. As someone who embodies what being a great teammate is all about, we’re thrilled to have Sue Bird help us amplify that message once again in our new advertising.” Watch below:
When asked about the ideation process behind the new work, Lianne Onart, Group Creative Director at Copacino Fujikado remarked, “I found this amazing video of a coach and Special Olympics weightlifter who had such an incredible friendship. Both were inspired by each other to achieve their very best and it made me think about other great teammates in life—teachers, parents, family—all of those people who inspire and support. From there, the campaign development was really about finding more of those relatable human moments where great teammates can really make a difference
The ads will air nationally on ESPN, including sponsorships around women’s sports, and will also run in six major metro markets like Boston, Chicago, and Los Angeles. The campaign will be featured on popular Connected TV and streaming platforms, including Roku, Pluto TV, Hulu, and YouTube. Additionally, a social media campaign will include content from the ads.
BRAND: Symetra Life Insurance
AGENCY: Copacino Fujikado
- Chief Creative Officer: Mike Hayward
- Group Creative Director: Lianne Onart
- Senior Copywriter: Karina Zack
- Senior Producer: Steph Huske
- Account Executive: Shayna Stevermer
- Account Director: Natalie Maygra
- Executive Director, Client Services: John Line
PRODUCTION COMPANY: Farm League
- Director: Taimi Arvidson
- Director of Photography: Ayinde Anderson
- Executive Producer: Michael Pizzo
- Line Producer: Mary Church
EDIT: Fresh Coat Studios
Editor: Brian Alter
- Colorist: Kaitlyn Battistelli
- Producer: Brayden Deskins
MUSIC: n/a – needledrop track – Music Vine
- Composer: Roo Walker, “Colossus”
- Producer: n/a – needledrop track
SOUND DESIGN: HEARby Sound
Sound designer/ Audio mixer/Engineer: John Buroker
Producer: Nannette Buroker