Sue Bird Highlights the Joys of Retirement for Symetra

Symetra has teamed up with retired American basketball player Sue Bird for a new campaign that highlights the joys of retirement.

Made together with agency Copacino Fujikado, the "Plan Well, Play Well" social-first campaign is a new content series that aims to explore Bird's retirement journey.

Symetra CMO Trinity Parker shares the idea behind the campaign in a press release, and how it's meant to show that retirement is unique for everyone, even for someone like Bird. 

Parker says that the campaign's goal is to make financial products more accessible to consumers "in a fun, fresh way by showing a real modern retiree on a journey to find her next adventure."

In the content series, viewers will witness the four-time WNBA Champion take on different activities, like learning how to tap dance, decorate a cake, and even raise bees. 

The series is divided into three weekly long-form episodes, with "Tap Dance" debuting on August 1, "Bees" released on August 6, and "Cake" dropping on August 13. 

The spots, meant to entertain and educate audiences considering retirement, will also be accompanied by a web-based resource where they can find retirement-planning tools and guides to finding a financial professional.

"Plan Well/Play Well" marks the brand's sixth collaboration with the basketball star, following a long-term extension of their team-up last year.  

"Retirement used to mean rocking chairs on the porch. Symetra wanted to show what retirement is really about: discovering your next chapter. Sue Bird, while young for a retiree, represents what modern retirement looks like — seeking out your new passion,” Mike Hayward, chief creative officer at Copacino Fujikado, explained.

The latest campaign from the brand and agency showcases effective brand storytelling, connecting with its target audience with a clear-cut narrative. 

By sharing Bird's retirement journey, Symetra creates authentic content and builds an emotional connection with its audience, leaving a lasting impression that fortifies brand affinity. 

Bird Discovers Hobbies with Symetra

The 30-second trailer for the campaign sees Bird introducing her new series to the audience as she holds up a bottom board full of bees.

Viewers then see clips of her attempting to tap dance with a coach and shooting eggs into a bowl as she bakes a cake. 

"Finding a hobby is a lot harder than I thought. I just try to remind myself to have fun with it," she narrates. 

The spot ends by inviting viewers to check out the entire campaign on their microsite.

Previously, fast-food joint Taco Bell launched a new campaign that invites those old at heart to embrace the laidback retiree life through "The Cantinas," a luxurious retirement community.

Editing by Katherine 'Makkie' Maclang