American Family Insurance’s innovative campaign, “Life’s Better,” which began a year ago, is back with new installments, furthering its message that true protection enables people to pursue their dreams fearlessly.
Anchored in the brand’s iconic red roofline—symbolizing home and ultimate protection—the campaign has seamlessly brought the longstanding “Insure Carefully. Dream Fearlessly” platform to life.
In the past year, “Life’s Better” has delivered compelling narratives through mixed reality, resonating deeply with audiences. Memorable commercials like “Night” depicted first-time parents struggling to put their baby to sleep, “Newborn” showcased a tender moment between a father and his child, “Drive” followed a newly married couple facing a minor mishap after their wedding, and “Better” highlighted a car enthusiast caught in a hailstorm.
The campaign’s effectiveness is evident: ad recognition and brand linkage have soared, with notable increases in brand awareness among African American and Hispanic audiences. The campaign’s success was further cemented by winning an EFFIE in the multicultural category and being named a finalist for the David & Goliath award.
New Commercials Debut
Building on this success, American Family Insurance has released three new commercials created by Elite Media. These ads continue the evolution of the campaign’s storytelling, ensuring personal resonance and cultural relevance.
“Neighborhood” – Featuring Derek Jeter, a long-time advocate for American Family as a “Fearless Dreamer,” this commercial marks his debut in the “Life’s Better” campaign. In a neighborhood scene, Jeter encounters a kid aiming for the big leagues, two aspiring rocket scientists, and a budding ballerina. His presence underscores that feeling protected under American Family’s roof enables families to pursue their dreams.
“United” – Showcasing Caleb Wiley of Atlanta United FC, recently named one of American Soccer Now’s Top 20 “Young Americans to Watch,” this spot highlights Wiley encouraging a young soccer player. It reinforces the message that American Family agents are there to protect and support customers, driving the call to action: “Get a quote. Find an agent.” The commercial also strengthens American Family’s partnership with Atlanta United.
“Harp” – This ad emphasizes the red roofline by depicting a family scene where parents watch their daughter practice and master the harp. The commercial creatively integrates the brand’s jingle, bringing the narrative to a harmonious close.
REELated:
“We’re thrilled that ‘Life’s Better’ has helped evolve and further cement our mission to inspire, protect, and restore dreams,” said Sherina Smith, CMO at American Family Insurance. “Our customers can rest assured that the dreams they worked so hard to achieve will be protected under the American Family Insurance red roofline.”
Jindai Joseph, ECD at Elite Media, added, “Consumers are seeing the American Family Insurance roofline as something that can both give them peace of mind and enable them to pursue their dreams. We are excited about continuing to explore the elasticity of the campaign and to encourage more dreamers to acquire this type of protection.”
The new “Life’s Better” commercials will be broadcast across various platforms, including broadcast, cable, and social media channels, continuing to inspire and protect viewers’ dreams nationwide.
CREDITS
BRAND: American Family Insurance
- Sherina Smith – Enterprise Chief Marketing Officer
- John Valadez – Marketing and Advertising Manager
- Lindsey Maier – Senior Marketing Specialist
- Nick Baillies – Senior Marketing Specialist
- Paige O’ Hough – Associate Marketing Specialist
- Jacki Witkowski – Creative Services Consultant
- Tracy Siemion – Senior Marketing Specialist
- BethAnn Meier – Director, Field & Product Marketing
AGENCY: Elite Media
- Chris Crawford – Founder & CEO
- Gati Desai Curtis – President
- Jindai Joseph – Executive Creative Director
- Adam Glickman – Creative Director
- Craig Feigen – Creative Director
- Mo Alsadi – Art Director
- Melanie Cornish – Executive Producer
- Charise Mita – Brand Planner
- Steve Centrillo – Engagement Director
- April Smith – Account Director
- Kecia Paredes – Account Director
- Kristel McAulay – Account Executive
- Jonneé Tonsel – Project Manager
- Jackie Crockwell – Project Coordinator
Other Agency Partners
- Jim Santora — EVP, Senior Director, BBDO New York
- Tessa Binney — SVP, Account Lead, Publicis Collective, Publicis Media
- Sarah Marren — SVP, Experience Planning, Publicis Collective, Publicis Media
- Anna Crabill — Account Director, SEER
- Ashley Waller — Director of Brand Experience, Publicis Collective, Publicis Media
- Peter Maguire — SVP, RAPP
- Jennifer Strachota — Group Director, Client Services, Revolution
PRODUCTION COMPANY: The Corner Shop
Peter Thwaites — Director
EDIT: Work Editorial NY
VFX: The Mill
MUSIC: Sonic Union
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