American Family Insurance Campaign Just Keeps Getting Better

One year ago, American Family Insurance debuted a new creative campaign to bring its long-running 'Insure Carefully. Dream Fearlessly' platform to life. 'Life’s Better' presented a new twist on the brand’s timeless positioning, centred around the idea that when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve.  The work is anchored in the core brand visual, the red roofline, which has been a part of the company for more than 60 years. Home is where dreams begin, and the roof is the ultimate symbol of protection. With American Family Insurance, 'Life’s better when you’re under our roof.'  

Over the past year, commercials have used mixed reality to tell resonant and relatable stories such as first-time parents attempting to put their baby to sleep ('Night'), a father and his child experiencing an intimate moment ('Newborn'), a newly married couple who have just jumped the broom, encountering a hiccup on the way home from their wedding ('Drive'), and a car enthusiast who gets caught in a hailstorm ('Better').

Harp

And the work is working: since the 'Life’s Better' campaign launched, research has shown great results. 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 and Finalist for the David & Goliath award. Based on this proven track record of success, American Family has released a new and improved round of 'Life’s Better' advertising. Three new commercials, created by Elite Media, American Family’s creative agency partner, debut this month, showcasing an evolution of last year’s storytelling, personal resonance and cultural relevance:

'Neighborhood' stars Derek Jeter, a long-time 'Fearless Dreamer' for American Family. This is Derek’s first appearance in the 'Life’s Better' campaign. Passing a kid aiming for the big leagues, two future rocket scientists and a budding prima ballerina in a local neighbourhood, Derek helps to emphasize that when you feel totally protected, “your family is free to pursue their dreams.”

Neighbourhood

'United' features American Family’s newest 'Fearless Dreamer,' Caleb Wiley of Atlanta United FC and who has been named one of American Soccer Now’s Top 20 'Young Americans to Watch.' In the spot, Caleb encourages a young soccer player and helps remind American Family customers how its agents are here to help you feel protected. The call to action: 'Get a quote. Find an agent.' The spot is also designed to build on American Family Insurance’s current partnership with Atlanta United. 

'Harp' emphasises the brand’s red roofline and depicts an intimate family scene involving parents with their daughter as she practices and masters the harp. The harp then brings another core brand asset, our jingle, to life in a new way that helps close the storyline. 

United

“We’re thrilled that ‘Life’s Better’ has helped evolve and further cement our mission to inspire, protect, and restore dreams,” said Sherina Smith, CMO at American Family Insurance. “Our customers can rest assured that the dreams they worked so hard to achieve will be protected under the American Family Insurance red roofline.”

Added Jindai Joseph, executive creative director at Elite Media, “Consumers are seeing the American Family Insurance roofline as something that can both give them peace of mind and enable them to pursue their dreams. We are excited about continuing to explore the elasticity of the campaign and to encourage more dreamers to acquire this type of protection.”

The new commercials will be seen across broadcast, cable and social media channels.

Quite simply, “Life’s Better” just keeps getting better