Amica Insurance Rallies Boston Celtics Nation in Latest Campaign

Tonight, as the Boston Celtics raise their record 18th championship banner, Amica Insurance makes its debut as the Official Jersey Patch Partner and Exclusive Auto, Home, and Life Insurance Partner of the team. In celebration, Amica has premiered a stirring new campaign featuring Celtics superstar Jayson Tatum with a rallying cry: Amica shows up for New England like New England shows up for the Celtics.

The 60-second anthem, created by Mother New York and co-directed by Jason Sondock and Simon David of Smuggler, recognizes the special connection that unites New Englanders for 48 minutes, a few times a week, during the year: the Boston Celtics. A notoriously passionate fan base, Celtics fans show up from every pocket of the region to root for their team.

Amica – a mutual insurer founded in Rhode Island in 1907 and the recipient of more than 60 J.D. Power awards for customer satisfaction – is just as committed to its policyholders. The company is honouring this shared legacy with a rousing anthem that New Englanders can see themselves in.

The Celtics and Amica are committed to showing up for their fans and policyholders. Tatum’s campaign further underscores this notion as he famously hates sitting out games, knowing that the fans are there to see him and his teammates play, and Amica has the same drive to show up for its policyholders across the country.

The film also includes multiple Easter eggs, including a cameo by Hall of Fame announcer and legendary voice of the Celtics, Mike Gorman; a voiceover by his successor, play-by-play announcer Drew Carter; and public-address announcer Eddie Palladino echoing throughout the spot. 

Tory Pachis, SVP, marketing and communications, Amica Insurance, “At Amica, our customers are our top priority, and providing them with world-class service drives everything we do. That’s the true strength of this partnership – uniting two brands with shared values and deep roots in New England and beyond. And we’re thrilled to put our brand in front of more consumers in a dynamic and memorable way.”

This campaign is not just an introduction to Celtics Nation but the next step in the evolution of Amica’s brand platform, “Empathy Is Our Best Policy™.”   

Media by Mother, Amica’s media agency of record, was instrumental in facilitating and securing the Celtics deal. Amica wanted a partnership that would be as transformational as it was exciting and feature the brand more prominently to a larger, more diverse audience. The legendary Celtics – right in Amica’s own backyard – were the perfect match.

Paul Furia, head of content and creative packaging, Media by Mother, “From our very first discussion, we knew this had to be more than just another logo on a jersey. Since both brands share such a rich legacy in New England, this partnership had to really mean something to the community and Celtics Nation. That was worth celebrating in our first campaign. Including Jayson Tatum has elevated the work, and this is just the beginning of all the ways we’ll deepen connections with the people we both serve through media, content, and more.”

“Calling New England” is the first piece in a campaign that will run all season long. It will include awareness for Amica’s early education initiative with the Boston Celtics Shamrock Foundation and Amica’s continued creative partnership with Tatum.