American Family Insurance is teaming up with Marvel Studios’ Captain America: Brave New World to highlight a shared mission: protection. The collaboration draws a powerful connection between American Family Insurance’s Red Roofline and Captain America’s iconic shield, both symbols of trust and security.
Developed by Elite Media, the “Like Your Shield” campaign spans cinema, television, outdoor, radio, digital, and social media—bringing the message of protection and resilience to Marvel fans everywhere.
“Teaming up with this film gives us an opportunity to tap into culture and create a powerful connection between American Family Insurance and the Marvel fanbase,” said Sherina Smith, CMO of American Family Insurance. “In a competitive landscape of movie promotions, aligning our Red Roofline of protection with Captain America’s shield allows us to engage authentically with audiences and demonstrate the importance of the right protection.”
At the heart of the campaign is a 45-second cinema spot featuring Anthony Mackie as Captain America in an action-packed sequence that ends at a family’s home. As Captain America ensures their safety, a young boy notices his shield and says, “I like your shield.” Captain America glances up at the red roofline of the house and replies, “I like yours, too.”
The ad, underscored by American Family Insurance’s signature jingle, closes with a reassuring message: “Life’s better when you’re under our roof because we help protect your dreams.” Watch below:
In Captain America: Brave New World, Sam Wilson, played by Anthony Mackie, fully steps into his role as Captain America. After meeting with newly elected U.S. President Thaddeus Ross, he becomes entangled in an international crisis that threatens global stability. As the stakes rise, he must uncover the truth behind a sinister plot before the world is thrown into chaos.
The film, directed by Julius Onah and produced by Kevin Feige and Nate Moore, features an all-star cast, including Danny Ramirez, Shira Haas, Carl Lumbly, Xosha Roquemore, Giancarlo Esposito, Tim Blake Nelson, and Harrison Ford. It opens in U.S. theaters on February 14, 2025.
With this collab, American Family Insurance and Marvel Studios illustrate the power of protection—whether it comes from a superhero’s shield or the security of the right insurance coverage. As Captain America fights for the world’s safety, American Family Insurance continues its mission to help families protect their dreams.
A 30-second television cutdown of the ad will air nationwide, with additional broadcast, outdoor, radio, digital, and social media promotions extending the campaign’s reach.
CREDITS:
AMERICAN FAMILY INSURANCE
- Sherina Smith – Enterprise Chief Marketing Officer
- Nick Baillies – Marketing Consultant
- Tracy Siemion -Marketing Manager
- Nancy Chang – Marketing Manager
ELITE MEDIA
- Chris Crawford -Chief Creative Officer
- Jindai Joseph – Executive Creative Lead
- Gati Curtis – President
- Adam Glickman – Creative Director
- Craig Feigen – Creative Director
- Emilio Ayala – Art Director
- Mo Alsadi – Art Director
- Kecia Paredes- Account Director
- Jacqueline Crockwell- Project Manager
Production Company: Eleanor
Director: Anthony Leonardi
EDIT: The Den
COLOR/POST/FX: The Mill
MIX: Sonic Union
MUSIC: Butter & Sound
- America’s Shield Composer: Michael Picton (BMI)
PUBLISHER: Butter Cuts (BMI)
MARVEL STUDIOS PROMOTIONAL PARTNERSHIPS
- Lylle Breier – EVP, Marketing Partnerships and Special Events
- Holly Frank – VP, Partnership Management and Operations
- Tina Goss – VP, Marketing Partnerships & Promotions
- Erica Swanson – Director, Partnerships & Promotions
- A.J. Fierro – Director, Creative Marketing Partnerships & Promotions
- Victor Farfan – Sr Manager, Marketing Partnerships & Promotions
- Caroline Hogan – Manager, Marketing Partnerships & Promotions
- Andy Staub – Director, Creative Marketing Partnerships
- Evan Aronson – Sr Manager, Writer/Producer
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