American Family Insurance has debuted the latest installment in its widely acclaimed “Life’s Better” campaign.
Titled “Blackout,” the new commercial is released in alignment with Hispanic Heritage Month and showcases the brand’s ongoing commitment to engaging its key growth audiences throughout the year. The spot, created by Elite Media, features an all-Hispanic cast and taps into culturally resonant elements to forge a deeper connection with Hispanic viewers.
The ad depicts the relatable experience of a family moving into a new home, an already stressful event complicated by a thunderstorm and power outage. Despite the challenges, the family finds comfort under the protection of American Family Insurance, reinforcing the brand’s promise to safeguard and nurture their dreams. As a young girl confidently exclaims, “I’m fearless,” the spot underscores the resilience and optimism that characterize both the family and the campaign’s message. Watch below:
Sherina Smith, Chief Marketing Officer at American Family Insurance, emphasized the brand’s intentional approach to cultural engagement. “In Blackout, we leveraged music and instrumentation to take a beloved classic and allow it to resonate more deeply with a Hispanic audience,” Smith explained. The campaign goes beyond casting to ensure that it authentically reflects the experiences of Hispanic families, offering a nuanced portrayal that aligns with the company’s broader marketing strategies.
“Blackout” will begin airing locally and online this week, allowing viewers to see the campaign in action as American Family Insurance continues its mission to protect and restore dreams, many of which begin with the home.
CREDITS:
BRAND: American Family Insurance
AGENCY: Elite Media
PRODUCTION COMPANY: MJZ
EDIT: Work Editorial
COLOR/POST FX: The ill
RECORD AND MIX: Sonic Union
Song: Lean on Me, written by Bill Withers, courtesy of Songs of Universal, Inc. Arranged and recorded by Beta Petrol Productions, Inc.
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