American Family Insurance Launches 'Life’s Better' Brand Refresh

American Family Insurance is debuting the newest evolution in its 'Insure carefully, dream fearlessly' platform which has been a hallmark of American Family advertising for years,  

The brand refresh, titled 'Life’s Better,' is a new twist on this timeless positioning which is anchored in the company’s ethos – that American Family doesn’t just provide insurance.  It protects dreams. The campaign is centred around the idea that, “when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve.”  And it uses the brand’s red roofline as a visual representation of dream protection. The red roof, embedded in the American Family logo, has been an unwavering symbol of protection, safety and inspiration for nearly 60 years. American Family believes the home is where dreams begin, and the roofline is literally the physical protection.

The multimedia campaign will launch with video advertising (in :30 and :45 lengths), to be followed by print, out-of-home and digital,  It is being led by Elite Media. Advertising is aimed at the under 40 population, which is largely multicultural and also the growth target for insurance. The first two films in the campaign ('Newborn,' 'Better') debut this week:  They use mixed reality as a contemporary device to resonate with its intended younger audience.  

Noted Sherina Smith, chief marketing officer at American Family Insurance, “‘Life’s Better’ reminds our audiences that they can enjoy the dreams they have worked so hard to achieve when they have peace of mind and are protected under our roof,” adding, “We want to cement American Family’s red roofline as an iconic brand element that reinforces our brand promise to inspire, protect and restore dreams.”

Added Christopher Crawford, founder of Elite Media, “Through ‘Life’s Better,’ American Family Insurance is disrupting the advertising space and creatively redefining itself. We look forward to seeing how the brand’s evolution will resonate with the customers it cares so deeply about.”

The new work is scheduled to appear on network programs such as 'Abbott Elementary.' There will also be digital, out-of-home, cinema, print and sponsorship events. Down the road, additional video spots are planned, along with an ASMR soundtrack as part of a multisensory online brand experience called 'The Soundtrack of Protection.'