Talking to Your Cats About Money? MassMutual Offers a Better Way

Snapshot
MassMutual has launched its first creative campaign with agency 72andSunny New York, blending humor and humanity to make financial planning feel indispensable. Titled “The Feeling Is MassMutual,” the campaign plays on the persistent mental clutter caused by financial worries, depicted as characters chatting with pets or stuffed animals to externalize their stress. The goal? To normalize financial anxiety and present MassMutual advisors as the reassuring solution.

The ads cleverly split focus between consumers and financial professionals, emphasizing emotional benefits like peace of mind, confidence, and fulfillment. One spot even centers on a planner’s own obsessive dedication to client success, reinforcing the firm’s dual audience strategy.

The campaign acknowledges how easily financial stress can become all-consuming, but reframes that narrative by showing the genuine relief that comes from support. Airing across audio, digital, and film, the work signals a brand pivot that aims to humanize financial planning without dumbing it down.

See the rest of the campaign: MassMutual YouTube