What if the slowest home-run trot in baseball became a reminder not to put off life insurance?
That’s the idea behind Ethos’ new campaign with Hall of Famer David “Big Papi” Ortiz, which turns Ortiz’s famously leisurely trip around the bases into a playful argument for getting life insurance sorted quickly.
The spot leans into Ortiz’s legendary habit of taking his time circling the bases after a home run, a ritual fans loved and opposing pitchers loathed, and one that helped cement his larger than life status in the game.
Ethos flips that image on its head, using it to make the point that while some things are worth savoring, protecting your family shouldn’t be one of the things you put off.
It’s a deliberately different approach for a category that typically relies on fear, guilt and worst-case scenarios. Rather than scare people into protecting their families, Ethos is betting that humor and getting a sports icon to poke fun at one of his own most recognisable quirks, can make the subject feel more human and approachable.
Dave Brown, VP Creative & Brand, Ethos:
“Too many families put off getting life insurance because they think it’s complicated or slow, and that delay is the real risk. David’s voice carries weight, especially in Boston, and he helped us say something urgent in a way that felt human instead of alarmist. This is the model we want to build on: partner with people whose stories and communities give them real credibility, and let that authenticity do the work of reminding families why protecting their future can’t wait.”
“We didn’t want this to feel like a licensing deal. We wanted it to feel true to who David is, and that meant shooting where his legacy actually lives, on a real field, not a soundstage. He was incredibly generous with his time and clearly proud to be part of something that felt personal to him rather than a script he was reading. That authenticity is exactly what we’re chasing when we work with athletes and public figures. People can tell the difference, and it’s why we think this partnership resonates.”
