Madison,
24
April
2017
|
12:00 PM
America/Chicago

Academy Award- and Grammy Award-winner Jennifer Hudson appears in new extension of "Insure Carefully, Dream Fearlessly" campaign

Summary

American Family Insurance today launched the latest phase of its “Insure Carefully, Dream Fearlessly” marketing campaign featuring Jennifer Hudson.

HudsonGuthrieAmFam

American Family Insurance today launched the latest phase of its “Insure Carefully, Dream Fearlessly” marketing campaign. The campaign, which has been running since 2015, demonstrates American Family’s role as the brand that inspires, protects and restores dreams. This latest effort stars Academy Award- and Grammy Award-winning actress and recording artist Jennifer Hudson as she surprises aspiring musicians in order to demonstrate that any dream is possible with the right support.

“American Family Insurance is committed to helping our customers believe in a brighter future and achieve their dreams,” said Telisa Yancy, chief marketing officer for American Family Insurance. “Our marketing is an important reflection of this, and implores people to dream fearlessly, knowing we’re protecting them along the way. Jennifer’s story embodies the commitment it takes to realize your dream and bring people together through music.”

For Ms. Hudson, this marks a second appearance in American Family’s marketing campaign. She previously helped launch the company’s “Insure Carefully, Dream Fearlessly” campaign when she starred in their 2015 Super Bowl commercial.

“I’ve been living the dream that I had when I was seven years old, so to be able to help others realize theirs is inspiring,” said Ms. Hudson. “Music has the power of connecting people and bringing the world together, and that’s what we achieved in these moments.”

Research shows that 60% of Americans celebrate what unites us, and that message is more resonant than ever today.1 This latest execution, created by BBDO New York, reflects the brand’s belief that to inspire faith in a better future, it’s important to remind people of the good in the world. The campaign includes two films in which Hudson surprises fans. In a :30 TV spot, with a longer online film, Ms. Hudson surprises street performer Alex Guthrie as he performs to crowds in a park in Atlanta. Ms. Hudson joins Mr. Guthrie in singing a rendition of Bill Withers’ “Lovely Day.” By the end of the song, the entire crowd joins in. In a second online film, created by Elite Media, Ms. Hudson surprises members of the Morehouse College Glee Club as they record a promo for their spring tour. The message of each film is that with the right support, any dream is possible and there is no better insurance than that.

The campaign includes a :30 TV ad, long-form online films, social, digital, radio, activation, PR, CRM and internal corporate communications. The :30 TV spot breaks today in regional markets; the longer-length films will debut online at www.amfam.com/dreams.

Below are the links:

Duet: https://youtu.be/FpdKo6JnQJA

Join The Club: https://youtu.be/cwhQEeDL4Cw

To further reinforce American Family Insurance’s belief in the power of dreams, the company will host a series of events across America called One Saturday to Dream Fearlessly, beginning in Atlanta on April 29th. The events will support local causes and encourage participants to get involved to support, protect and inspire dreams within their community.

"Insurance is about so much more than policies, price and contracts," added Yancy. "People engage with our brand because we are challenging them to salute and embrace the benefit of being a dreamer.”

1Deep Root Analytics’ “Speaking American Communicating & Advertising in America," 2017

Photo credit: Bil Zelman

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About American Family Insurance
Madison, Wis.-based American Family Insurance, celebrating its 90th anniversary in 2017, is the nation's 13th-largest property/casualty insurance group and ranks No. 332 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, through its exclusive agents in 19 states. American Family affiliates (The General, Homesite and AssureStart) also provide options for consumers who want to manage their insurance matters directly over the Internet or by phone. Web www.amfam.com; Facebook www.facebook.com/amfam; Twitter www.twitter.com/amfam; Google+ plus.google.com/+amfam/.