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Haven Life has a new commercial

On Jan. 28, we debuted before a national TV audience “What is Haven Life?”, our new 30- and 15-second commercial.

How do you know when a startup has “made it”? Is it when The Wall Street Journal profiles you? Is it when you’re able to work with your customers to provide access to a service that helps them live a more protected life? Or maybe it’s simply when your parents can turn on the TV to watch one of their “programs” and see your commercial.

On Jan. 28, our parents collectively rejoiced when we debuted before a national TV audience “What is Haven Life?”, our new 30- and 15-second commercial.

Here’s a look at how the project came together and how we’re introducing more people than ever to life insurance that’s actually simple.

Shot from the commercial.
Gif of children auditioning.
Storyboarding of the commercial.

One of the goals of this commercial is to take the viewer inside the Haven Life experience and demonstrate that this is a process to not be intimidated or afraid of. We thought that the best way to do that was by bringing our homepage collages to life in a slightly surreal and very inviting way. Also, we cast a bunch of really adorable kids.

Gif of a child playing on set.

Word of advice: If you ever film a commercial with child actors, don’t feed them cake before 9 a.m.

Working with child actors was a pleasure. They brought excitement, imagination, and spontaneity to the commercial. In between takes, they even struck up a friendship with one another and passed the time playing games, singing songs and asking questions about advancements in modern algorithmic underwriting to help speed up the issuance of term life insurance policies. (Just kidding.)

Child from the commercial shoot.
Gif of a child in front of a green screen.
Gif of the completed commercial.

We had over 70 children — ranging from as young as 3 to as old as 11, show up to audition for the commercial. All of them were incredible, but there were a few who made an immediate impact and showed us they would be up to the task of acting in front of a green screen and making life insurance feel like something you could smile at.

Man sitting in front of computer and green screen.Child sleeping with plush blue rhino.

The commercial was created with Ataboy Studios and is filled with personal and poignant connections to the Haven Life team. The music: Composed by our CEO’s brother-in-law. The blue rhino plush: A stuffed animal one of our employee’s sons sleeps with every night. The guy sitting in front of the laptop whose forearm is featured at the start and end of the commercial and who if you’re squinting really, really, really hard kind of looks like Bradley Cooper: That’s me.

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To date, the new spot has aired on over 30 networks. And next, you’ll see Haven Life’s commercial running during a certain college basketball tournament that traditionally takes place during the month of March. Yes, the one that has been known to occasionally generate a bit of chaos, pandemonium and mayhem.

Adam Weinberg

About Adam Weinberg

Adam Weinberg is the Brand Director for Haven Life, where he’s working hard to make life insurance easy. Adam is a creative problem solver who uses unique brand moments to create meaningful customer experiences.  Adam has more than a decade of diverse editorial, marketing, and branding experience, including work on several award-winning campaigns for various digital media companies.

Read more by Adam Weinberg

Our editorial policy

Haven Life is a customer-centric life insurance agency that’s backed and wholly owned by Massachusetts Mutual Life Insurance Company (MassMutual). We believe navigating decisions about life insurance, your personal finances and overall wellness can be refreshingly simple.

Our editorial policy

Haven Life is a customer centric life insurance agency that’s backed and wholly owned by Massachusetts Mutual Life Insurance Company (MassMutual). We believe navigating decisions about life insurance, your personal finances and overall wellness can be refreshingly simple.

Our content is created for educational purposes only. Haven Life does not endorse the companies, products, services or strategies discussed here, but we hope they can make your life a little less hard if they are a fit for your situation.

Haven Life is not authorized to give tax, legal or investment advice. This material is not intended to provide, and should not be relied on for tax, legal, or investment advice. Individuals are encouraged to seed advice from their own tax or legal counsel.

Our disclosures

Haven Term is a Term Life Insurance Policy (DTC and ICC17DTC in certain states, including NC) issued by Massachusetts Mutual Life Insurance Company (MassMutual), Springfield, MA 01111-0001 and offered exclusively through Haven Life Insurance Agency, LLC. In NY, Haven Term is DTC-NY 1017. In CA, Haven Term is DTC-CA 042017. Haven Term Simplified is a Simplified Issue Term Life Insurance Policy (ICC19PCM-SI 0819 in certain states, including NC) issued by the C.M. Life Insurance Company, Enfield, CT 06082. Policy and rider form numbers and features may vary by state and may not be available in all states. Our Agency license number in California is OK71922 and in Arkansas 100139527.

MassMutual is rated by A.M. Best Company as A++ (Superior; Top category of 15). The rating is as of Aril 1, 2020 and is subject to change. MassMutual has received different ratings from other rating agencies.

Haven Life Plus (Plus) is the marketing name for the Plus rider, which is included as part of the Haven Term policy and offers access to additional services and benefits at no cost or at a discount. The rider is not available in every state and is subject to change at any time. Neither Haven Life nor MassMutual are responsible for the provision of the benefits and services made accessible under the Plus Rider, which are provided by third party vendors (partners). For more information about Haven Life Plus, please visit: https://havenlife.com/plus.html

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