American Family Insurance has garnered impressive results with its “Life’s Better” advertising campaign, which builds upon the brand’s long-standing “Insure Carefully. Dream Fearlessly.” platform.
Launched in April, this campaign reimagines the company’s timeless message by emphasizing the idea that feeling completely protected allows individuals to fully embrace and enjoy their hard-earned dreams.
A pivotal visual element of this campaign is the iconic red roofline associated with the American Family Insurance brand. This symbol, which has been a part of the company for over six decades, represents ultimate protection, offering peace of mind and security. As the campaign’s tagline suggests, “Life’s better when you’re under our roof.”
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Over the past four months, the “Life’s Better” campaign has produced exceptional research results. Recognition of the advertisements and the association of the brand have both seen substantial increases.
Sherina Smith, Chief Marketing Officer of American Family Insurance, expressed enthusiasm for the campaign’s reception, stating, “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.”
Building on this positive momentum, American Family Insurance is launching three new :30-second spots within the “Life’s Better” campaign. These spots, titled “Night,” “Drive,” and “Car Wash,” further illustrate how feeling better protected enables individuals to fully savor their dreams.
“Night” portrays the familiar scenario of first-time parents trying to soothe their baby to sleep by taking a drive around the neighborhood. Accompanied by the timeless song “Stand by Me” performed by Ben E. King on the radio, the parents find comfort and security under the American Family Insurance roof, especially when their sleeping baby wakes up again. Watch below:
“Drive” features a newlywed couple who encounter a minor issue during their drive home after their wedding. Their safe arrival home is attributed to the protection they receive as American Family Insurance customers.
“Car Wash” highlights a heartwarming moment between a father and his daughter during a daddy/daughter dance. Despite the threat of his car being hit by a car wash sign, the father remains unworried because he knows his vehicle is protected by American Family Insurance, allowing him to cherish this special moment.
REELated:
The advertising campaign is set to launch this month across various platforms, including broadcast, spot, digital, and streaming media. The creative work was developed by Elite Media, American Family’s creative agency partner.
Christopher Crawford, Founder at Elite Media, commented on the campaign’s success, saying, “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.”
The “Life’s Better” campaign showcases American Family Insurance’s commitment to providing not only insurance coverage but also a sense of security that enables individuals to pursue and enjoy their dreams with confidence.
CREDITS:
CLIENT: AMERICAN FAMILY INSURANCE
- Sherina Smith – Chief Marketing Officer
- Ryan Anderson – Director of Advertising
- Ann X Poulose – Director of Media and Audience Engagement
- John Valadez – Marketing and Advertising Manager
- Lindsey Maier – Marketing Consultant
- Nick Baillies – Marketing Consultant
- Tracy Siemion – Marketing Consultant
- Jacki Witkowski – Integrated Content & Design Consultant
- BethAnn Meier – Director, Field & Product Marketing
- Paige O’ Hough – Marketing Strategist
AGENCY: ELITE MEDIA
- Chris Crawford – Chief Creative Officer
- Jindai Joseph – Executive Creative Director
- Mo Alsadi – Art Director
- Adam Glickman – Creative Director
- Craig Feigen – Creative Director
- JD Williams – Executive Producer
- Steve Centrillo – Engagement Director
- Laura Bzdek – Senior Account Director
- April Smith – Account Director
- Terrie Cammarata – Account Supervisor
- Jacqueline Crockwell – Project Manager
- Maria Rosa – Director, Strategic Initiatives
PRODUCTION COMPANY: THE CORNER SHOP
- Peter Thwaites – Director
- Joost Van Gelder – Director of Photography
- Anna Hashmi – Founder/Exec Producer
- Jay Shapiro – Exec Producer
- Mini Bhogal – Head of Production
- Shannon Bowen – Producer
- Brock Houghton – Production Designer
- Mathieu Young – Stills Photographer (LA)
EDIT: WORK EDITORIAL
- Editor Ben Jordan – “Drive”, “Night”
- Editor Anne Perri – “Car Wash”
- Erica Thompson – Managing Director
- Alejandra Alarcon – Executive Producer
- Chris Delarenal – Head of Production / Producer
- Elizabeth Pyle – Producer
- Griffin Ver Steeg – Senior Cutting Assistant
- Chris Wronka – Senior Cutting Assistant
VFX: THE MILL
- Gavin Wellsman – Executive Creative Director
- Chris Connolly – Executive Producer
- Sally Wnek – Senior VFX Producer
- Kyra Hendricks – VFX Producer
- Lauryn Jackson – VFX Associate Producer
- Rithika Iyer – VFX Associate Producer
- Mohit Bhomia – VFX Producer (Bangalore)
- Eva Kuehlmann – Shoot VFX Supervisor
- Yoon Bae, Asaf Yeger, Ruairi Twohig – 2D Lead Artists
- Eva Kuehlmann, Jeff Masters, Emily Meger – 3D Lead Artists
COLOR: THE MILL
- Paul Yacono – Colourist
- Denise Brown – Executive Producer, Colour
AUDIO POST: SONIC UNION
- Michael Marinelli – Sound Engineer/Sound Designer
- Macey Estes – Assistant Engineer
- Justine Cortale – Audio Post Producer
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