American Family Insurance has unveiled its latest creative campaign featuring Green Bay Packers quarterback Jordan Love, highlighting the brand’s “Life’s Better” platform. Developed by Elite Media, the campaign taps into NFL culture and focuses on how American Family Insurance protects and inspires dreams under its metaphorical roof of comfort and safety.
“Inspiring our customers and communities to dream fearlessly is part of our DNA,” said Sherina Smith, Chief Marketing Officer at American Family Insurance. “Jordan Love has shown his dedication to family, resilience, and achievement – all traits that align with our company’s core values and fearless dreamers everywhere.”
The campaign is Love’s first major collaboration as the brand’s newest ambassador, following the partnership announcement in June. His values and journey in professional sports mirror the company’s mission of inspiring people to pursue their dreams fearlessly.
At the center of the campaign is a heartwarming TV commercial starring Love. It features an imaginative indoor football game, the “Dream Fearlessly Bowl,” played by a group of kids under the protective roof of American Family Insurance. The ad underscores the message: “Life’s Better when you’re under our roof, because you’ll feel totally protected – all so your family can pursue their dreams.” Watch below:
“We are excited to show how Jordan is inspiring dreamers to dream fearlessly,” said Chris Crawford, Founder and CEO of Elite Media. “We’ve created a steady flow of dynamic, culturally relevant, high-impact content all with Jordan at the center.”
Complementing the main spot is a teaser featuring influencer and aspiring sportscaster Jeremiah Fennell (@jeremiahoneandfive). The teaser introduces the young dreamers participating in the “Dream Fearlessly Bowl” and sets the stage for the main ad, amplifying the campaign’s inspirational tone.
The “Life’s Better” platform reflects American Family Insurance’s belief that dreams often start at home, where families feel protected and supported. By pairing NFL star power with the relatable dreams of young athletes, the campaign celebrates the transformative power of inspiration and security.
The campaign, which debuted on November 11th, spans digital, social media, outdoor advertising, and local activations, particularly in the Green Bay area.
CREDITS
BRAND: American Family Insurance
AGENCY: Elite Media
PRODUCTION COMPANY: Caviar
EDIT: The Mill
COLOR/POST/VFX: The Mill
MIX: Sonic Union
SONG: JSM Music
Hero Composers: Andrew Ybanez & Joel Simon
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