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American Family Insurance launches new integrated marketing campaign during primetime


Two :30 spots of a new integrated marketing campaign premiered during "This Is Us."

American Family Insurance launched their new integrated marketing campaign titled, “Keep People Fearless,” with two spots airing during primetime television. The new spots debuted during NBC’s hit drama series, “This is Us” on February 11.

The new campaign emphasizes that American Family Insurance provides customers with the products, support and guidance to allow them to keep dreaming fearlessly.

“Everyone has worries. But what we worry about is different, because our goals and dreams are different,” said Sherina Smith, marketing vice president. “Whatever keeps our customers up at night, whatever they need to protect, American Family Insurance is there for them.”

The new spots feature “This is Us” guest star Phylicia Rashad as the voiceover. Not only do viewers hear Rashad’s voice, but this campaign marks the return of American Family Insurance’s famous jingle. Several other spots created for the campaign will be featured throughout the year.

The new campaign includes broadcast television and radio, digital and streaming video, outdoor, and social media promotion. The campaign will be seen across the company’s 19 operating states through the end of the year.

See the first :30 spots below:

“Fun Ride”:


Creative agencies: BBDO New York and Elite Media
Media agency: Mindshare, Chicago

Learn more at

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About American Family Insurance group
Madison, Wisconsin-based American Family Insurance group is the nation's 13th-largest property/casualty insurance group and ranks No. 306 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, primarily through its exclusive independent contractor agents in 19 states. American Family affiliates (The General and Homesite) also provide options for consumers who want to manage their insurance matters directly over the internet or by phone. Affiliate Main Street America sells insurance products through independent agents and affiliate American Family Connect Property and Casualty Insurance Company (proposed new legal name of Ameriprise Auto & Home Insurance sells through partners. Web; Facebook; Twitter