American Family Insurance is continuing to champion dreamers with the latest iteration of its successful “Life’s Better” campaign, launched this month. Centered around the message that “when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve,” the campaign blends emotional storytelling with practical benefits—like savings from bundling home, auto, and life insurance.
Since debuting in 2023, “Life’s Better” has proven to be a strong performer for the brand. Despite being a challenger in a crowded and competitive category, American Family Insurance has consistently driven high ad recognition and strong brand linkage. Much of that success comes down to the campaign’s visual centerpiece: the red roofline, a symbol of security and protection that shelters the dreams of American families. Each spot concludes with the brand’s signature tagline: “Insure carefully, dream fearlessly.”
The Three New Spots:
“Take Off” follows a young boy flying a cardboard airplane through his neighborhood, imagining a future in the skies. The spot captures the magic of early dreams and ties it back to the importance of a home—and a car—that help families take flight.
“Astronaut” introduces a science-loving girl whose dreams of space are supported by her parents—and by safe driving. As her mom uses the ‘Drive My Way’ app, the spot reinforces how American Family helps families save and protect what matters most.
“Joy” is a tender moment between a father and son at bedtime as a storm rages outside. With soft lullabies and warm lighting, the story highlights the safety and comfort families feel under the American Family red roof—even in the face of life’s storms.
“As we lean into our campaign and evolve our stories – our customers can always rest assured that the dreams they’ve worked so hard to achieve will be protected under the American Family Insurance red roofline,” said Sherina Smith, Chief Marketing Officer at American Family Insurance. “Wherever your dreams may lead, we take pride in protecting them and offering savings to customers who bundle their home, auto, and life insurance policies.”
The three :30 spots will air regionally across the company’s 19-state footprint, supported by out-of-home, radio, and digital placements. The work comes from American Family Insurance’s longtime agency partner, Elite Media.
With its latest creative, American Family continues to stand out not through spectacle, but through sincerity—reminding us that even the biggest dreams are built on small, secure moments.
CREDITS:
BRAND: American Family Insurance
AGENCY: Elite Media
“Take Off/Astronaut”
PRODUCTION COMPANY: Biscuit
EDIT: Union Editorial
COLOR/POST FX: Framestore
MIX: Sonic Union
MUSIC: Butter
“Joy”
PRODUCTION COMPANY: Park Pictures
EDIT: Preymaker
COLOR/POST FX: Preymaker
RECORD/MIX: Sonic Union
MUSIC: Butter
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