Being good at life isn't as simple as waking up and going through the motions, it also means taking care of your financial future. In this campaign, we had Demetri Martin casually introducing the idea of being good at life while tending to a garden. The garden being a metaphor for your financial future.
We continued the campaign by taking d-list celebrities and using them as metaphors for New York Life's offerings, like Lou Bega, the "Mambo Number 5" guy:
CW: Lincoln Boehm