American Family Insurance Debuts Next Phase of its 'Life’s Better' Campaign

In April, American Family Insurance debuted an evolution to its long-running 'Insure Carefully.  Dream Fearlessly'. platform.  Called “Life’s Better,” the advertising offered a new twist on the brand’s timeless positioning, centered around the idea that when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve.  

A key visual element of this work is the brand’s iconic red roofline, which has been a part of the company for more than 60 years.   It is the ultimate symbol of protection – a place for peace of mind and security.  As the copy says, “Life’s better when you’re under our roof.”

In the four months since this new campaign launched, research results have been 'through the roof'.  Ad recognition and brand linkage have increased significantly. Commented Sherina Smith, CMO, American Family Insurance, “We’re thrilled about the latest results of the ‘Life’s Better’ campaign and the positive reception from our customers. Under American Family Insurance’s red roofline, customers can rest assured that the dreams they worked so hard to achieve are protected.”

To build on this positive momentum, American Family Insurance is releasing three new spots in the campaign. The new films dramatise how “when you feel better protected, you’re free to enjoy your dreams.”

'Night' tells the all-familiar story of first-time parents attempting to put their baby to sleep by taking a drive around the neighborhood.  Accompanied by music on the radio ('Stand by Me' performed by Ben E. King), the parents feel safe and secure under the American Family Insurance roof – a good thing since their sleeping baby starts to cry again in the end.

“Car Wash” zeroes in on a special moment between a father and his daughter – a daddy/daughter dance.  Despite the threat of his car being hit by a car wash sign, he’s not worried because he knows his vehicle is protected by American Family Insurance…leaving him to enjoy this special moment.

'Drive' stars a newly married couple who experience a hiccup on their drive home after their wedding. They make it home safely due to the protection they receive as American Family Insurance customers.

Advertising launches this month across a combination of broadcast, spot, digital, and streaming media. It was created by Elite Media, American Family’s creative agency partner.

“We're proud to serve American Family Insurance, a company that's deeply committed to its mission: to inspire, protect, and restore dreams.  The latest results from 'Life's Better' reinforce that this new creative campaign is resonating with consumers.  We're excited about continuing to create work that cuts through the noise in a crowded category," said Christopher Crawford, founder at Elite Media.

In a category cluttered by mascots and comedy – and dominated by advertisers who are among the leading spenders in the US – this is a story about how a challenger brand is standing tall, anchored by its mission.