American Family Insurance and Elite Media Inspire Dreams to Come True in Latest Spots

American Family Insurance has just released the latest commercials in its ongoing “Insure carefully, dream fearlessly” campaign.  The campaign 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').  The work was created by American Family’s cultural agency, Elite Media, and is 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 recognise 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.

In a category dominated by critters, spokescharacters and humour, and filled with brands that rank among the most heavily advertised in the U.S., American Family has found a way to succeed by remaining true to a platform that focuses on purpose, empowerment, equity and inclusion – understanding that “dreamers change the world.”