American Family Insurance has launched the latest installment of its successful ‘Life’s Better’ campaign, which debuted in 2023. The campaign centers around the idea that ‘when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve.’ It uses the brand’s red roofline as a visual representation of dream protection.
The new campaign includes three commercials: ‘Take Off,’ ‘Astronaut,’ and ‘Joy.’ ‘Take Off’ tells the story of a young boy dreaming of being a pilot as he imagines flying over his neighborhood in a cardboard airplane. ‘Astronaut’ features a young girl dreaming about being an astronaut, while ‘Joy’ captures a parent enjoying fatherhood as he plays with his son before bedtime.
Campaign Details
The three :30 spots will air regionally across American Family’s 19 state markets. The campaign will also include out-of-home, radio, and digital materials. The work was created by American Family Insurance’s creative agency partner, Elite Media.
According to Sherina Smith, CMO at American Family Insurance, “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.” The campaign’s success is notable as American Family Insurance is a challenger brand in a highly cluttered category.
The campaign continues to drive ad recognition and brand linkage, reinforcing the brand’s message of ‘Insure carefully, dream fearlessly.’ American Family Insurance offers savings to customers who bundle their home, auto, and life insurance policies, providing both protection and peace of mind for families pursuing their dreams.
