Derek Jeter Bats Leadoff In New American Family Insurance Campaign
Friday, May 17, 2024 at 03:04PM By Barry Janoff
May 17, 2024: American Family Insurance has unveiled a multi-media campaign fronted by baseball Hall of Famer and company spokesman Derek Jeter.
The effort — which also features Caleb Wiley of MLS Atlanta United FC — is the latest iteration of the company’s “Life’s Better” under its “Insure Carefully. Dream Fearlessly” platform.
The spots offer that “you feel totally protected” under American Family Insurance’s symbolic red roofline.
As Jeter, who became an American Family brand ambassador after retiring from MLB in 2014, explains in “Neighborhood,” “Your house is home base for your dreams. Life’s better when you’re under our roof. Because when you feel totally protected, you’re free to enjoy those dreams.”
In his spot, “United,” Wiley encourages a young soccer player and helps remind American Family customers how its agents are "here to help you feel protected."
American Family said the work is anchored in the core brand visual, a red roofline, which has been a part of the company for more than 60 years.
The new commercials, which also include a third spot, “Harp,” will air across broadcast, cable and social media channels.
Lead agency is Elite Media.
American Family said via previous spots in its “Life’s Better” effort, “ad recognition and brand linkage have increased significantly, as did brand awareness among African American and Hispanic audiences.”
The campaign was also recently named an EFFIE Winner in the multicultural category.
“We’re thrilled that ‘Life’s Better’ has helped evolve and further cement our mission to inspire, protect, and restore dreams,” Sherina Smith, CMO at American Family Insurance, said via the company.
“Our customers can rest assured that the dreams they worked so hard to achieve will be protected under the American Family Insurance red roofline.”
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