American Family Insurance has just released the latest commercials in its long-running “Insure Carefully. Dream Fearlessly” campaign. The campaign, which has been on air since 2015, demonstrates how any dream is possible with the right support.
The two new spots, “Champions” and “Marching Band,” tell the stories of two young girls – each with their own dreams. One aspires to win a regional dance competition with her team and family in tow (“Champions”); the other pursues her dream since childhood of becoming a drum major (“Marching Band”). Both spots are currently running online and on TV.
“To inspire, protect and restore dreams is our brand mission,” says Sherina Smith, Chief Marketing Officer at American Family Insurance. “We believe everybody should be free to dream. And any dream is possible with the right support. For us, the way this comes to life is through purposeful storytelling that communicates authentically to our customers.”
Both new spots recognize that “inspiring her dreams and helping her pursue them” start by protecting your house and your car. Because “they are the launching pad for her dreams.” Inspiration comes from our heroes’ resilience and ability to overcome challenges.
For example, in “Champions,” our hero is depicted as working tirelessly towards her dream – practicing everywhere she can (including a parking lot). Hard work and energy are rewarded.
“Marching Band” is set against the backdrop in which being a drum major has historically been seen as only fit for men. In the end, a 17-year old Denise is accepted into the college of her dreams. The commercial closes with her performing as a drum major at her school’s football game. Of additional note: Lila Grant served as a creative consultant for this spot. Lila was the second female drum major in history to lead the Spellman/Morehouse band.
REELated:
CREDITS:
CLIENT: AMERICAN FAMILY INSURANCE
- Elicia Azali: Enterprise Chief Marketing Officer
- Sherina Smith: Chief Marketing Officer
- Ryan Anderson: Director of Advertising
- Ann X Poulose: Director of Media and Audience Engagement
- John Valadez, Marketing Manager
- Lindsey Maier: Marketing Consultant
- Nick Baillies: Marketing Consultant
- Tracy Siemion: Marketing Consultant
- Jacki Witkowski: Integrated Content & Design Consultant
AGENCY: ELITE MEDIA
- Chris Crawford: Chief Creative Officer
- Jindai Joseph: Creative Lead
- Mo Alsadi: Art Director
- Jackie Crockwell: Project Coordinator
- Terrie Cammarata: Account Manager
- JD Williams: Executive Producer
- Charles Hall: Account Director
- Steve Centrillo: Engagement Director Lila Grant: Creative Consultant
- Renee Brown: Creative Consultant
- Rashida Ellis: Creative Consultant
- Dielis Curiel: Creative Consultant
- Natalia Yepes-Lutchman: Creative Consultant
PRODUCTION COMPANY: Smuggler
Director: Henry-Alex Rubin
EDIT: Cartel Editorial
Editor: Kyle Valenta
Color/Post FX: The Mill
Record & Mix: Sonic Union
Track: Lipps, Inc. ‘Funkytown’, written by Steve Greenberg; courtesy of Universal Music Enterprises and Warner Chappell Music Publishing
MUSIC: Beta Petrol
Original Track Title: “It’s On”
- Composer: Nathaniel Morgan/Chris Crawford
- Producer: Chris Crawford
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