17:00 PM

American Family Insurance steps up its commitment to champion dreamers with major regional buy in this year's Super Bowl

-Kicks off company's year-long "big event" media strategy
- Features first work from new agency BBDO New York

(Madison, Wis.) —American Family Insurance (AFI) is returning for the third consecutive year to the Super Bowl with a significant regional media buy that will reach 70 U.S. markets and more than 33 million Americans in AFI's footprint. The advertising - the first from AFI's new agency BBDO New York - marks the kickoff of a year-long campaign designed to encourage Americans to actively pursue their dreams as part of the company's bold statement to #DreamFearlessly.

The nation's third-largest mutual property/casualty insurance company, American Family (www.amfam.com) says the Super Bowl represents the epitome of big dreams and embraces the embodiment of its brand.

"We recognize that Americans work hard to achieve their dreams," says Telisa Yancy, vice president of marketing at American Family Insurance. "The Super Bowl is the biggest media platform to reach millions of those hard-working individuals. No matter which team is the champion on the field, viewers will know unequivocally that American Family Insurance is the champion of, and we're committed to, inspiring, protecting and supporting the pursuit of their dreams."

The Super Bowl has proven to be an effective platform for American Family, which experienced 1.4 million brand engagements and 58 million impressions via its media participation in last year's game. This year's appearance will mark the start of a banner year which will also see AFI participate in a number of major TV events around the 57th Annual Grammy Awards and the 87th Annual Academy Awards.

Specific details regarding the new campaign will be announced at a later time. However, the campaign will prominently feature the hashtag #DreamFearlessly, providing real-time connections to viewers who will be encouraged to share the pursuit of their dreams on Twitter. American Family will review the posts and feature the most inspirational ones across various media throughout February with the hope that others will join in to reach for their dreams.

"If last year's appearance in the Super Bowl was Dreams 1.0, this year it is Dreams 2.0" said Yancy.

About American Family Insurance
Madison, Wis.– based American Family Insurance is the nation's third-largest mutual property/casualty insurance company and ranks 373rd 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/

News media contact:
Sandra Spann
Media Relations
(608) 242-4100, ext. 32881