Breathe

legendary WNBA star Sue Bird teams up with Symetra Life Insurance Company to highlight the power of great teammates in life.

The uncertainty of the last few years continues to have an effect on consumers, with anxiety and fear leading to decision paralysis and inaction. Minimizing these emotions involves increasing trust, predictability and reducing risk. Enter...brands that offer the antidote, helping make the future feel a little less uncertain.

As a way to engage more Gen-Xers who feel increased pressure to protect their families and future plan, Symetra (best known for offering retirement plans, employee benefits and life insurance products) tapped long-time creative partner and agency of record, Copacino Fujikado, to develop a new national campaign that draws the parallel to Symetra as “your teammate for whatever lies ahead.”

Launching today, “Teammates” spotlights several real-life scenarios where teammates play a pivotal role - from a husband and wife waiting on test results to a near-accident to more traditional sports scenarios. And at the center of these stories is Sue Bird the GOAT (Greatest Of All Teammates) lending her voice as narrator and playing a starring role as a coach of aspiring young basketball players.

Copacino Fujikado tapped talented director, Taimi Arvidson, and long-term production partner, Farm League, to help bring this work to life. The campaign features 60- and 30-second executions that will air nationally through October on ESPN, including sponsorships around women’s sports. Additionally, the campaign will run in six major metro markets including Boston, Chicago and Los Angeles, appearing on popular Connected TV and streaming platforms like Roku, Pluto TV, Hulu and YouTube. A supporting social media campaign will also feature content from the ads.