Description
Titled “Voices of the Wild,” the new creative reignites the deep cultural nostalgia of the classic Mutual of Omaha’s Wild Kingdom series and ties it to the inherent need for protection of your own kingdom.
Created with creative and strategy agency Tombras, the campaign is built on a single idea: that we all have a fierce instinct to protect. Protection has defined the brand for more than 115 years, from its iconic Mutual of Omaha’s Wild Kingdom franchise to its core insurance products and financial services offerings that protect what matters most to their customers.
For context, Wild Kingdom was one of America’s most beloved and pioneering wildlife documentary series. From 1963–1988, it brought the natural world into millions of living rooms, elevated wildlife conservation, and earned five Primetime Emmys. Its legacy continues today with Mutual of Omaha’s modern reboot, Mutual of Omaha’s Wild Kingdom Protecting the Wild.
“Protection” is by nature what all Mutual of Omaha’s offerings are there to do, so Tombras was challenged to make the connection to Mutual of Omaha’s broader commitment to protecting both the wild kingdom and the human kingdom – something that sets their brand apart from others in the market. Recognizing that protection in the animal kingdom is instinctive and primal sparked the idea “Make protection primal,” helping Mutual of Omaha stand out and drive brand awareness and differentiation – a core challenge for Mutual of Omaha in a crowded insurance landscape. From the Wild Kingdom to your kingdom, everyone needs fierce protection.
The centerpiece is a :60 hero film that blends nostalgia with modern storytelling, featuring archival clips from classic episodes and original voiceover from host Marlin Perkins. New narration from current host Peter Gros creates a bridge between past and present, culminating in the line: “The call to protect is primal. It’s a promise we all carry. It’s your kingdom. Protect it fiercely.”
The campaign launches across streaming video, OTT, Social (Meta), YouTube, Display, and Audio, and marks Tombras’ first work since winning the business in March 2025.
This professional campaign titled 'Voices of the Wild' was published in United States in December, 2025. It was created for the brand: Mutual of Omaha, by ad agency: Tombras. This Film medium campaign is related to the Insurance industry and contains 2 media assets. It was submitted about 1 hour ago.
