The Symetra "Breathe" campaign positions the brand as a reliable teammate for life's uncertainties, emphasizing trust, predictability, and risk reduction in an unpredictable world. By aligning its insurance and retirement products with the metaphor of a supportive teammate, Symetra seeks to convey the value of partnership and security, reassuring consumers facing anxiety and decision paralysis. The narrative centers on how Symetra stands alongside individuals during pivotal moments, reinforcing the brand promise of steadfast support and proactive protection for families and futures.
The market strategy targets Gen-X consumers who increasingly feel the pressure to safeguard their loved ones and financial well-being amid ongoing uncertainty. The campaign leverages the cultural relevance and credibility of WNBA legend Sue Bird, positioning her as the "Greatest Of All Teammates" and a relatable figure who embodies leadership and support. This creative angle connects emotionally by illustrating real-life scenarios where teamwork—both in sports and personal life—matters most. The use of diverse storytelling, including family and near-accident situations, broadens appeal while maintaining thematic consistency.
To maximize reach and engagement, the campaign deploys a multimedia approach with 60- and 30-second spots airing nationally on ESPN, particularly in women’s sports programming, supplemented by targeted placements in six major metropolitan markets on Connected TV and streaming platforms such as Roku, Pluto TV, Hulu, and YouTube. This integrated approach is designed to reinforce awareness among the target demographic, driving association between Symetra’s insurance solutions and the dependable support symbolized by teamwork. Overall, the campaign tactically addresses consumer apprehension by positioning the brand as a trusted ally equipped to help navigate an uncertain future.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centrally features legendary WNBA star Sue Bird both as narrator and in a starring, coach-like role, lending her high-profile persona and credibility to Symetra’s message. The use of Sue Bird is not accidental or generic celebrity placement: it’s integral to the campaign’s “teammate” metaphor, drawing a clear line from her identity as a GOAT teammate to Symetra’s role as a supportive life partner. The campaign’s structure leverages her recognizable presence to anchor the brand promise, making ONGOING CHARACTERS OR CELEBRITIES the best-fitting creative format—especially since the celebrity device is used for distinct brand recall among targeted Gen-Xers and in multiple executions. The narrative cues, symbolic association with teamwork, and recurring celebrity involvement outweigh a pure story arc or testimonial device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Prudential Financial – Prudential positions itself as a trusted, long-established insurer focused on comprehensive life insurance and retirement solutions. They emphasize financial strength, personalized planning, and innovative digital tools to help customers secure their financial futures with confidence and clarity.
2. MetLife – MetLife differentiates through its global scale and broad range of employee benefits and life insurance products, targeting both individual and corporate clients. Their market approach highlights reliability, diversity in offerings, and integrated benefits to support customers’ evolving life and work needs.
3. New York Life – New York Life leverages its reputation as one of the oldest and financially strongest mutual life insurers, promoting personalized advice and tailored protection solutions. They focus on long-term financial security, trustworthiness, and a strong agent network to foster deep client relationships.
4. Lincoln Financial Group – Lincoln Financial emphasizes innovative, customizable insurance and retirement products designed to meet the changing needs of modern families and businesses. Their strategic angle includes digital engagement, financial wellness solutions, and a focus on creating life-stage relevant products.
5. Northwestern Mutual – Northwestern Mutual positions itself as a holistic financial partner offering integrated life insurance, wealth management, and financial planning. They prioritize personalized service through a robust advisor network and strive to build lasting relationships anchored in financial strength and client-centered advice.
Q: What is Breathe about?
A: Breathe is a 2023 integrated campaign created by Copacino Fujikado for Symetra Life Insurance Company in the United States. The campaign centers on the metaphor of teamwork to position Symetra as a reliable partner for navigating life’s uncertainties. Featuring WNBA legend Sue Bird as both narrator and coach, it highlights real-life scenarios where trust and support are crucial, such as families awaiting medical results or moments of near-accident. The campaign aims to connect emotionally with Gen-X consumers by emphasizing Symetra’s role as a steadfast teammate offering life insurance, retirement plans, and employee benefits.
Q: What creative device does Breathe use?
A: Breathe employs Clapboard’s FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES creative format, which uses a recurring personality for brand recall. Sue Bird, celebrated as the Greatest Of All Teammates, is central to the campaign’s narrative and metaphor, lending authenticity and leadership to Symetra’s message. Her ongoing presence as narrator and coach anchors the brand promise, making the celebrity device integral rather than incidental. This approach enhances recognition and emotional connection with the target Gen-X audience across multiple executions.
Q: What is the campaign proposition for Breathe?
A: The Breathe campaign strategically positions Symetra as a trusted teammate for life’s uncertainties, addressing consumer anxiety and decision paralysis by emphasizing trust, predictability, and risk reduction. Targeting Gen-Xers who feel pressure to protect their families and plan for the future, Symetra aligns its insurance and retirement products with the supportive role of a teammate. The campaign uses relatable, diverse storytelling and Sue Bird’s credibility to reinforce the brand promise of steadfast support and proactive protection, making the future feel more secure and manageable.
Q: How does Breathe rank in Clapboard's archive?
A: Breathe holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating indicates the campaign’s effectiveness in combining a strong narrative with a recognizable celebrity presence to engage its target audience and communicate its brand message clearly.
Q: Who are the competitors in Symetra's category?
A: Symetra competes with established insurers such as Prudential Financial, which emphasizes financial strength and personalized planning; MetLife, known for its global scale and diverse employee benefits; New York Life, which leverages its long-standing reputation and tailored protection solutions; Lincoln Financial Group, focusing on innovative, customizable products and digital engagement; and Northwestern Mutual, offering integrated life insurance and wealth management with a strong advisor network. Each competitor positions itself to address evolving customer needs in life insurance and retirement planning.
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