New York Life’s “Love Takes Action” campaign created by Anomaly launched between the first and second quarter of Super Bowl LIV. The sixty second film focuses on agápē (ah-gah-peh) or “selfless action”, the pinnacle of love in ancient Greek civilization.

The campaign draws on 175 years of New York Life doing the right thing. To depict this heritage, STALKR sourced historical images for nine 15-second films embodying the powerful stories of 9/11 first responders, orphaned beneficiaries, LGBTQ activists, 19th Century women in the workplace, parents with disabilities, people living with HIV, and others benefiting from their provider’s inclusiveness.

Several images from the “Reasons To Believe” heritage series are also included in the Super Bowl LIV film, tying together all of the individual stories into the overall theme of Love in Action.

Check out the Super Bowl LIV spot below.