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MetLife Tees up New Ad Campaign, Uses Game of Golf to Illustrate Comprehensive Approach Its Advisors Bring to Financial Planning

MET | May 28, 2014

MetLife, Inc. (NYSE:MET) today announced it has begun a consumer-facing advertising campaign in support of the MetLife Premier Client Group, the company’s recently reorganized retail distribution organization within its U.S. Retail division. Under the banner “The MetLife Perspective,” the advertising differentiates the services offered by the MetLife Premier Client Group by highlighting the group’s unique approach of balancing risk and wealth management solutions to help clients succeed.

In October 2013, MetLife reshaped its retail distribution organization and re-launched it under the name MetLife Premier Client Group. The Group’s foundation is a workforce of highly trained and credentialed financial services representatives who subscribe to a core financial planning philosophy that balances asset growth and protection, who treat each client as unique, and provide a team-oriented approach to client service.

The advertising uses the game of golf to illustrate the MetLife Perspective on financial planning and encourages consumers to contact a MetLife Premier Client Group financial services representative for more information. The first of two 30-second TV spots debuted over Memorial Day weekend, and the spots will continue to air during PGA TOUR broadcasts through the fall.

In the first commercial, which began airing Saturday, a golfer is preparing to hit a shot from the fairway. When he turns to his MetLife caddy for advice, the caddy uses a two-way radio to communicate with other MetLife team members along the fairway, in the broadcast booth, and in the MetLife blimp overhead to help the golfer plan his shot. After reviewing the advice of all the advisors, the caddy selects the right club from his bag, the golfer hits his shot, and the gallery responds with applause.

“From the placement of the pin to the conditions on the course, a skilled golfer must account for many factors in order to succeed,” said Paul LaPiana, senior vice president, MetLife Premier Client Group. “To ensure we are helping our clients succeed, our financial services representatives take a team approach to financial planning, leveraging each other’s expertise to create a truly diversified portfolio that can grow and safeguard their clients’ assets.”

The second commercial, slated to debut in the coming weeks, finds a golfer taking a second look at his partner’s new set of clubs to find that all the clubs in the bag are drivers. The spot explains to viewers that a truly diversified portfolio should contain more than just investments and should also include products that protect a person’s assets.

MetLife is supplementing the TV spots with print and online advertising, and through a public relations campaign slated to launch later this summer. The print and online components will appear in leading publications and on a variety of websites in the months to come.

MetLife and Golf

Since July 2013, MetLife has been the Official Life Insurance Sponsor of the PGA TOUR and Champions Tour. The company’s blimps have been providing aerial coverage of professional golf events for over two decades.

“Golf fans get a unique perspective of the game through MetLife blimp aerial television coverage,” said Steve Ashton, vice president, MetLife Premier Client Group. “Using golf to share information about the MetLife Perspective as well as life insurance and other products with our clients and prospective clients works well for us.”

Miami-based advertising agency Crispin Porter + Bogusky developed the ads for MetLife. New York-based Burson-Marsteller will develop and implement a complementary public relations campaign. Samples from the advertising campaign are available.

About MetLife

MetLife, Inc. (NYSE:MET), through its subsidiaries and affiliates (“MetLife”), is a leading global provider of insurance, annuities and employee benefit programs. MetLife holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. For more information, visit www.metlife.com.

Metropolitan Life Insurance Company (MLIC), New York, NY 10166. Securities products and investment advisory services offered by MetLife Securities, Inc. (MSI) (member FINRA/SIPC) and a registered investment adviser, 1095 Avenue of the Americas, New York, NY 10036. MLIC and MSI are MetLife companies.