# Cultural Legacy Ads This MassMutual Commercial Celebrates Building Something That Lasts By Jana Pijak | Published 2019-04-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/massmutual References: [vimeo](https://vimeo.com/278331369) & [massmutual](https://www.massmutual.com/) This [MassMutual](https://www.trendhunter.com/trends/stay-ready) insurance ad chronicles an Asian-American business owner who wishes to [carry on her father's legacy](https://www.trendhunter.com/trends/aldo-archive) regardless of past hurdles and challenges. The commercial's lead speaks about her family's ice cream shop -- opened by her father in 1977 -- and recounts working and helping her family as a child while most others her age played. The woman speaks about broken windows, break-ins and other challenges of the past and states that "it's a gift to carry on her father's joy" while captured with her own daughter and father. With a slogan like "offering the protection to help dreams carry on," MassMutual spotlights its [insurance services](https://www.trendhunter.com/trends/allianz-ireland) that aim to protect one's business and legacy. This specific ad boasts emotional undertones and celebrates togetherness, family and hard work. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 13% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Cultural Legacy:** Create ads that celebrate the cultural legacy of individuals and their businesses, evoking strong emotions and emphasizing the importance of family and hard work. - **Insurance Services:** Leverage emotional storytelling to highlight the role of insurance services in protecting businesses and legacies, showcasing the peace of mind they can provide. - **Intergenerational Entrepreneurship:** Highlight the stories of entrepreneurs carrying on their parents' legacies and the challenges they overcome, inspiring others to continue the tradition of family businesses. ### Industries Being Reshaped - **Insurance:** Opportunity for insurance companies to develop marketing campaigns that connect with customers on a deeper level, emphasizing the importance of protecting businesses and legacies. - **Advertising and Marketing:** Strategize ways to create culturally resonant ads that tug at the heartstrings of viewers, centering around themes of family, hard work, and the passing on of legacies. - **Small Business and Entrepreneurship:** Inspire and support intergenerational entrepreneurship by showcasing success stories and providing resources to help navigate the challenges of continuing a family business. ## Related on Trend Hunter - [Heartfelt Bank Ads](https://www.trendhunter.com/trends/synchrony-bank.md) - [Empowering Women Athlete Campaigns](https://www.trendhunter.com/trends/stay-ready.md) - [Rugged Legacy Beer Campaigns](https://www.trendhunter.com/trends/start-your-legacy-campaign.md) - [Commemorative Fatherhood Campaigns](https://www.trendhunter.com/trends/fatherhood.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Heartwarming Bank Campaigns](https://www.trendhunter.com/trends/next-thing-you-know.md) - [Generational Wellness Campaigns](https://www.trendhunter.com/trends/generation-wellness.md) - [Humorous LNY Stories](https://www.trendhunter.com/trends/panda-express-lunar-new-year.md)