John Hancock launches new advertising campaign:

BOSTON, Sept. 19, 2016 /PRNewswire/ -- John Hancock today introduced a new, integrated advertising campaign that highlights both how the rapidly changing world is impacting the lives and financial needs of consumers and the ways in which a transformed John Hancock can help address those needs. Two television spots portray Americans' evolving notions of the meaning of family and the new realities of achieving and building wealth. In addition, as with prior campaigns, the ads direct viewers to a digital content hub, www.JohnHancock.com/DifferentWorld, which features articles, information, video and infographics provided by The Wall Street Journal and Forbes, as well as content created by John Hancock, and information about John Hancock's investments, retirement and insurance products.

"What we're saying to consumers is that a different world requires a different approach, that we understand how your world is changing, and that we have the solutions to help you," said Kate Ardini, head of brand strategy and advertising. "Just as individuals' thinking about the world and their financial needs has changed, so has John Hancock. We've transformed from a trusted and respected life insurance company known for understanding and delivering on people's real-life needs and concerns, to a trusted financial services leader known for innovative solutions that put customer needs first." 

The new campaign encourages viewers to think about John Hancock in a new way, and aims to set the tone for further conversation with their financial advisor and/or with John Hancock. In addition, the campaign reflects John Hancock's longstanding brand legacy of empathy, demonstrating the company's understanding of how the world is changing and ways in which it affects consumers.  

The ads comprising "Different World. Different Approach" highlight certain changing realities of American life:

• In "Wedding," the spot opens with a 1950s-era Caucasian couple in a church about to be pronounced "husband and wife." As they turn and walk down the aisle, the scene cuts to different people celebrating weddings from that decade through the present, including couples who are African-American, inter-faith, same-sex, and with children from previous marriages. All are rejoicing with friends and families in various settings – outdoors, backyards, beaches, town halls. The voice-over notes:  "A different world requires a different approach. John Hancock. Investments, Retirement, Protection for a different world."
• In "CEO," the spot opens in a traditional and formal office setting. As the camera pans slowly down a hallway lined with portraits of past CEOs, all older white men, a young Hispanic woman enters the frame and walks down the hall. We then see that she is portrayed in the final CEO painting. The camera stops at this portrait as the woman exits from view, and the ad concludes with the voice-over.

The ads will air during network college football programing and on the NFL Network. The campaign will also be promoted via John Hancock's social media channels and partnerships with digital content distribution networks.

The content partnership with The Wall Street Journal and Forbes helps amplify campaign messages and reach out to a new audience, providing viewers with John Hancock-branded articles, videos, infographics, and other collateral throughout the campaign.

"Different World. Different Approach" was created by Kevin Daley and Rick McHugh, under the direction of Chief Creative Officer Lance Jensen, of John Hancock's longtime advertising agency, Hill Holliday. Noted feature film cinematographer Lance Acord (Lost in Translation, Being John Malkovich, Adaptation, Infinitely Polar Bear) directed the spots. Memorable prior Hill Holliday campaigns for John Hancock have included "Real Life. Real Answers," "Investments for the Opportunities. Insurance for the Unexpected," Cursor," and "Life Comes Next."

About John Hancock Financial and Manulife
John Hancock Financial is a division of Manulife, a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. Operating as Manulife in Canada and Asia, and primarily as John Hancock in the United States, our group of companies offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Assets under management and administration by Manulife and its subsidiaries were $934 billion (US $718 billion) as at June 30, 2016. Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and PSE, and under '945' on the SEHK. Manulife can be found on the Internet at manulife.com.

The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers and administers a broad range of financial products, including life insurance, annuities, investments,  401(k) plans, long-term care insurance, college savings, and other forms of business insurance. Additional information about John Hancock may be found at johnhancock.com.

SOURCE John Hancock Financial

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