David "Big Papi" Ortiz swinging a baseball bat.

The ad opens with a close-up of a man, David "Big Papi" Ortiz, looking thoughtful. It transitions to him swinging a baseball bat, then back to his face. Photos of family members are shown, interspersed with shots of Ortiz. The ad then shows a mobile app interface for getting a quote for life insurance, with increasing coverage amounts and prices. The final scenes show Ortiz again, with a montage of family photos and the Ethos logo.