The U.S. housing market is the hottest it’s been, with more existing homes being sold in 2020 than in any year since 2006, and many aspiring first-time homeowners searching for a new place to call home. That’s why American Family Insurance, which offers many lines of insurance, is honing in on the home in a recent campaign created by BBDO, featuring real estate and renovation TV personalities, Drew and Jonathan Scott.
The campaign is rooted in the idea that buying a home is the start of realizing bigger dreams with your family, and American Family knows every dream needs a little support to help protect it. The new tagline: Insure carefully. Dream fearlessly.
The Scott brothers are the perfect spokespeople to take the screen. The cohesive campaign sees the duo providing tips and trick for making a house a home, geared towards the many first-time homeowners just settling in and tackling renovation projects—perhaps even inspired by HGTV. Watch below:
RELATED: Ogilvy: Powerful new spot asks to bring back lockdown
“With so many people working hard to realize their dream of homeownership, we want people to know American Family Insurance is here to help them protect it. Working with the Scott brothers to show our commitment to championing people’s dreams was a natural fit. We are both dedicated to inspiring, protecting and restoring dreams, and believe that any dream is achievable with the right support,” said Sherina Smith, marketing vice president at American Family Insurance.
Smith adds, “This led us to create innovative content that not only adds utility and value to our customers’ lives, but also gives them inspiration and encouragement as they turn their first home into their dream home.”
American Family’s dedicated homeowners’ insurance campaign was created with BBDO NY and includes TV, social, digital, radio, and a brand new HGTV media partnership.
It also includes exclusive category partnerships with online realty marketplace Zillow and DIY website Lifehacker.com, which has launched a new platform dedicated to home improvement projects.
CREDITS:
CLIENT: American Family Insurance
Marketing VP: Sherina Smith
AGENCY: BBDO New York
- Worldwide Chief Creative Officer: David Lubars
- EVP, Executive Creative Director: Tim Bayne
- ACD/Copywriter: Matt Low
- ACD/Art Director: Kristin Clark
- Group Executive Producer: Amy Wertheimer
- Executive Producer: Regina Iannuzzi
- Executive Music Producer: Melissa Chester
- SVP, Production Services Director: Jessica Nugent
- Senior Business Affairs Manager: Heather Weissman
- Group Planning Director: Kimberly Ryneska
- Data Solutions Manager: Cam D’Auria
- EVP, Senior Director: Gina Christie
- VP, Account Director: Clarissa Lampertz
- Account Executive: Karolin Kreke
PRODUCTION COMPANY: Scott Brothers Entertainment
- Director: Jim MacPherson
- Assistant Director: Maureen Edwards
- Post Coordinator: Mayra Morales
- EVP, Dev. & Production: Josie Crimi
- Post Producer: Jane Van Deuren
- Head of Post Production: Lisa Schwartz
- Director of Business Affairs: Maribeth Gotell
- Head of Production: Shannon Foerter
- Production Manager: Taylor Birt
- Health & Safety LM: Kaycie Reyes
- Livestream Technician: Aaron Foster
EDIT: Nomad Editing Company
- Editor: Jai Shukla
- Producer: Laura O’Shea
- Executive Producer: Jennifer Lederman
- Head of Production: Sheena Wagaman
- Senior Assistant Editor: Nick Dorman
- Assistant Editor: Henry Carroll
AUDIO: Sound Lounge
Mixer: Rob DiFondi
