TiNY tees up laughs for American Century Investments

TiNY, a new micro creative agency co-founded by industry veterans Tom Christmann, Mike Rovner, and Michael Stoopack, announces the launch of its first major campaign for American Century Investments. 

The campaign debuted during the American Century Championship celebrity golf tournament from July 12-14 on The Golf Channel and NBC. American Century Investments has been the title sponsor of the American Century Championship since 1999.

Set against the backdrop of one of the premiere celebrity golf tournament, the campaign highlights the unique value proposition of American Century: over 40% of the firm’s profits fund life-changing medical research at the Stowers Institute for Medical Research aimed at defeating life-threatening diseases. Throughout the series of 30 comedy spots, the message remains constant, no matter what you're doing, if you invest with American Century, you’re helping reach your financial goals while also benefiting the lives of millions around the world.

The spots are aptly set on a golf course, with golfers performing their own quirky rituals on the tee and on the green. In each scenario, when asked, “What are you doing?” they nonchalantly reply things like, “studying the effects of environmental elements on the human genome” or “decoding the evolution of the gene network’s effect on cell function.” The announcer then explains the premise, giving the character, and the viewer, permission to continue doing what they’re doing, because after all, they’re investing with American Century, so they’re already doing everything they can for themselves and the world around them, so they can go ahead and live a little.

"We are so excited to launch our first major campaign for a brand as purpose driven - and successful - as American Century Investments," said Tom Christmann, Co-Founder of TiNY. "This work is exactly the kind of authentic and creative storytelling we love to bring to the table."

Mike Rovner, Co-Founder of TiNY, added, "We love the simplicity of the idea. And by taking ownership of such a commonly used question as ‘what are you doing?’ we make the work relatable, and in the end, human, with a chuckle of course.”