The new corporate brand awareness campaign is the first offering from M&C Saatchi LA as Creative Agency of Record, after winning the business following a competitive review late last year.

The fully integrated campaign is a first for Pacific Life, the Southern California-based provider of life insurance and retirement solutions. In an evolution from previous commercials, the campaign illustrates how the strength, power and stability of the familiar humpback whale can help give consumers the confidence they need to live the life of their choosing, both now and in the future. Focusing on the unique benefits that Pacific Life can bring, it gives new meaning to what harnessing the “Power of Pacific” can truly mean for customers.

Using a powerful combination of filmed footage, and astonishing VFX provided by industry experts MPC, the M&C Saatchi LA team and Production partner Hobnob created three :30 commercials which launched nationally last Saturday, with a scene-stealing spot during college football. A digital investment provides further levels of breadth and depth to the campaign, culminating in a unique campaign landing page providing customers with an even richer explanation as to how the “Power of Pacific” can help them reach their goals.

“When you start with a brand icon that’s as majestic and beautiful as a humpback whale, you can’t help but be inspired to create work that feels emotional and awe-inspiring,” says Maria Smith, executive creative director. “We literally built our stories around the whale and let the magic of these moments unfold in breathtaking fashion from there.”

“We are excited to launch this new campaign as we explain how consumers can harness the Power of Pacific,” says Tennyson Oyler, vice president of Brand Management and Public Affairs for Pacific Life. “The M&C Saatchi LA team worked hard to make sure our iconic humpback whale shined and made a splash.”

The campaign will run throughout 2017 and into 2018.

Learn more about Pacific Life here: www.PacificLife.com