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Brighthouse Financial Unveils First Major TV Commercials

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A unit of MetLife Inc. is launching a major television advertising campaign that will highlight the idea of establishing predictability in retirement.

The unit, Brighthouse Financial, has adopted a green and teal logo.

MetLife, which is based in New York, has started the process of turning Brighthouse Financial into a separate company with headquarters in Charlotte, North Carolina.

The producers of the TV commercials put elements of the logo in a variety of settings.

At press time, Brighthouse Financial had posted one of the commercials on YouTube. In that commercial, green and teal bars from the logo float in a forest, over an urban plaza, on a beach, and on a window ledge overlooking a big city. A narrator talks about the need for viewers to insure what they’ve earned and make make what they’ve earned last.

Matt Quale, vice president of marketing at Brighthouse, said in a statement that the unit’s brand embodies the mission of helping people achieve financial security.

“Our brand symbol incorporates a house to represent the protection products like annuities and life insurance can offer a portfolio, with rays of light used to illustrate the confidence that comes from knowing you’ve planned for the future,” Quale said.

BBH NY is the lead agency for the campaign. Other agencies that worked on the campaign include Citizen, MODCo Media, MXM, Red Peak and cg42.

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