Kevin Durant, Derek Jeter and J.J. Watt Star in Inspiring New Promos from BBDO and Elite Media

American Family Insurance today launched the newest phase of its “Insure Carefully, Dream Fearlessly” advertising campaign, featuring several of the company’s brand ambassadors. It builds on last year’s campaign with the addition of former New York Yankees MLB All-Star Derek Jeter. He appears with Golden State Warriors NBA All-Star Kevin Durant and Houston Texans NFL All-Pro J.J. Watt. The campaign also features “I Know Better” from Grammy- and Oscar-winning musician John Legend, the newest American Family brand ambassador. The music reinforces the brand’s mission to inspire people to find, follow and achieve their dreams. 

“Customers choose American Family Insurance because we engage with them through meaningful content that reaches beyond traditional advertising, daring them to dream fearlessly, knowing we’re protecting them along the way,” said Telisa Yancy, chief marketing officer for American Family Insurance. “Our brand ambassadors are an important part of this message – supporting and championing dreams, sharing their own stories, struggles and achievements, and providing inspiration by example.”

The advertising reflects the brand’s positioning that being a true dream champion means providing real support, not just cheering from the sidelines. The campaign is built around three stories. In two of these stories, created by BBDO New York, AmFam’s brand ambassadors offer unexpected assistance to hardworking Americans whose dreams are to help others by giving back to their communities. For example, School on Wheels offers educational assistance to children living on the streets. In the commercial of the same name, we see Jeter, Durant and Watt surprise the regional director, Charles, and work with the children on their math, reading and drawing.

In “With Love Market,” we meet Alexis and Andrew, who run With Love Market & Café, making healthy food accessible and affordable. The brand ambassadors make fresh juices and help customers choose their food.  

A third film, created by Elite Media, “Hometown Hero,” takes a slightly different approach. Durant surprises James, a young boy from his hometown who thinks he’s waiting to appear on a talk show to discuss how his single mother supports his dream of being a dancer. Durant offers encouragement and shares what his own single mother told him as a young, aspiring athlete. 

“Getting to talk to James and encourage his dreams was an amazing moment for me,” said Durant. “It’s important to me to be able to connect with people one-on-one and make a difference, and I'm glad I was able to do that with this campaign.”

“Seeing people achieve their dreams is something that resonates with me,” added Jeter. “It was rewarding to have a part in this and see others’ dreams come to life.” Said Watt, “We’ve had people encouraging us to work toward our dreams throughout our careers. To be able to help people, who are in turn helping others, was humbling.” 

The message in each film is, every dream deserves a champion. The stories unfold in a series of long-form online films, which have been edited into :30 television spots as well. There are also shorter-length teasers to help drive viewership, and radio.

Beginning today, the online films will be posted on www.amfam.com/dreams. Thirty-second spots will air locally in 69 markets in 19 states. 

Accompanying the films will be “I Know Better” from popular award-winning musician John Legend. Legend’s music was also part of American Family Insurance’s advertising campaign launched earlier this year and has played an important role in reinforcing AmFam’s brand message with its uplifting instrumentals.

“Our brand ambassadors are great examples of the power of dreams and having the support of others who believe in you through your journey,” said Julie Schaubroeck, associate vice president, brand and consumer marketing at American Family Insurance. “We’ve taken our insure carefully, dream fearlessly campaign a step further by seeing our brand ambassadors – who had dreams they achieved partly because of the support of family, friends and community – championing the dreams of others.” 

Full Credits: 

Agency: BBDO New York

Client: American Family Insurance

Spot: “With Love Market” “School on Wheels”

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Susan Golkin

Senior Creative Director: Eric Goldstein

Senior Producer: Becky Burkhard

Assistant Producer: Ali Gladstone

Head of Music Production: Rani Vaz

Music Producer: John Melillo

Business Manager: Matt Friday

Senior Account Director: Christine Smith/Neil Onsdorff

Account Director: Lindsey Wasson

Account Executive: Justin Choy

Assistant Account Executive: Emily Schade

Production Company: Smuggler

Executive Producer/ Co-Founder:  Brian Carmody

Executive Producer/ Co Founder:  Patrick Milling Smith

Executive Producer: Allison Kunzman

Executive Producer: Carole Hughes

Director: David Frankham 

Line Producer:  Bernard Rahill

Director of Photography:  Ken Seng

Editorial Company: Crew Cuts 

Executive Producer:  Nancy Shames

Producer:  Michelle Bellaff

Editor:  Sherri Margulies (SOW) / Matt Shapiro (WLM)

Assistant Editor: Matt VanDaniker

Telecine Company:  Company 3

Telecine Artist:  Tim Masick

Executive Producer:  Rochelle Brown

Conform / Finish Compnay / VFX: Suspect

Senior Frame Artist:  Suzanne Dyer

Frame Artists: Chelsea Galen / John Yu

Assistant Frame Artist: Jae Park

Creative Director: Hoon Chong

Art Director/ Animator: Minna Choung

Producer: Tsiliana Jolson / Alex Decaneas

Executive Producer: Robert Appelblatt

Music Company: Beacon Street

Composer (Arranger):  Andrew Feltenstein / John Nau

Producer: Leslie Delillo

Mix and Record Company:  Sonic Union

Engineer:  Mike Marinelli

Producer:  Patrick Sullivan

“I Know Better” Song Credits:

Composer: John Stephens / Lyricist: John Stephens / Composer: Blake Mills / Lyricist: Blake Mills / Composer: Will Oldham / Lyricist: Will Oldham  

Published By: John Legend Publishing.

All rights admin. by BMG Rights Management (US) LLC (BMI)  

Performer: John Legend  

Vocals: John Legend 

Piano: Larry Goldings 

Hammond Organ: Larry Goldings 

Guitar: Blake Mills 

Bass: Blake Mills 

Keys: Blake Mills  

Rec Period - January 2016    

Agency: Elite Media

Client: American Family Insurance

Spot: “Hometown Heroes”

Creative Chairman: Christopher Crawford

Creative Director: Eunique Jones Gibson

Art Director: Mohammed Alsaadi

Account Manager: Christina Brantley

Account Coordinator: D'Amber Allen

Project Coordinator: Jordana Jarrett

Production Company: CMS

Director: Eunique Jones Gibson

Director of Photography: Paulius Kontijevas

Supervising Producer: Amy Greenleaf

Line Producer: Jessica Toscano

Still Photographers: Sarah McClogan, Elton Anderson

Editorial: In House

Editor: Don Setzer

Graphic Design: In House

Music Company: Beacon Street

Composer (Arranger):  Andrew Feltenstein / John Nau

Producer: Leslie Delillo

“I Know Better” Song Credits:

Composer: John Stephens / Lyricist: John Stephens / Composer: Blake Mills / Lyricist: Blake Mills / Composer: Will Oldham / Lyricist: Will Oldham  

Published By: John Legend Publishing.

All rights admin. by BMG Rights Management (US) LLC (BMI)  

Performer: John Legend  

Vocals: John Legend 

Piano: Larry Goldings 

Hammond Organ: Larry Goldings 

Guitar: Blake Mills 

Bass: Blake Mills 

Keys: Blake Mills  

Rec Period - January 2016