On Monday, John Hancock launched a new ad campaign. “Life Comes Next” 2.0 is an extension of the original. Launched last fall, it outperformed its business goals — and won awards.
The new version is compelling. There are 7 basic vignettes. Each begins with a life situation: an elevator ride, meeting, cell call, etc. Each of those videos has 3 different endings.
They’re beautifully written and acted, with actual drama and story arcs. (No surprise: Each demonstrates a need for prudent financial planning — with, of course, John Hancock.)
A screen grab of the “Life Comes Next” ad campaign.
But that’s not why “Life Comes Next” is “06880”-worthy.
As part of his job with Hancock (VP, brand, marketing and creative services), Jim Bacharach — Staples Class of 1972 — is responsible for ad campaigns.
The writer behind the very creative scripts is former Westporter Scott Noble. He works for Hill Holliday in Boston.
The sound mixer — who did a fantastic job — is Michael Lonsdale. He’s lived in Westport for years.
But even that is not why this story rates a mention here.
Jim Bacharach
Turns out Scott grew up on Tanglewood Lane — just down the street from Stony Brook, where Jim grew up. And Michael lives on East Meadow Lane, just across Old Hill Road from Jim.
Oh, yeah. One more thing. Michael is married to Debbie Roshkind.
She graduated from Staples. In 1972 — making her a classmate of Jim’s.
(To see the “Life Comes Next” ad campaign, click here.)
