Backyard’s Kim Nguyen, Anomaly And Comedian Demetri Martin Give Life To A Breakout New Campaign For New York Life


By thelaegotist / / Marina del Rey, CA-based production company Backyard director Kim Nguyen peers in on the gut-wrenching turmoil of child birth for fathers in the humorous new :60 spot “Welcome to the World” for New York Life Insurance out of Anomaly, NY. The ever-imaginative director utilizes her comedic storytelling to take an unconventional look at the birth of family financial planning, featuring a father-to-be in the delivery room struggling with a stomach that is far less than steel. The spot features comedian Demetri Martin bringing his dry wit to the part of an insightful gardener and off-screen voice of reason to a soon-to-be father of three. This first collaboration marks a new creative direction for New York Life. Click HERE to view the spot. The combination of creative talent remarkably captures the financial worries, fear, and distinct labor “pains” fathers face in the midst of the chaos that occurs in the delivery room. The spot concludes with the all too common, though ironic truth that a father often times needs more consolation and hand holding than his wife― who just experienced the physical agonies of giving birth.

New York Life "Be Good At Life" from Backyard on Vimeo.

Credits: Client: New York Life Title: “Welcome to the World” :60, :30, :15 Agency: Anomaly Production Company: Backyard Director: Kim Nguyen Director of Photography: Chris Soos President/Partner: Blair Stribley Managing Director/Partner: Chris Zander VP/Executive Producer: Kris Mathur Head of Production: Emily Malito Line Producer: Robyn Moskow Editorial: Arcade NY Editor: Dave Anderson Executive Producer: Sila Soyer