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Derek Jeter, JJ Watt featured in new American Family Insurance campaign


New integrated marketing campaign features two popular brand ambassadors in separate spots championing the dreams of others.

With the right support, any dream is possible.

That’s the message conveyed in a new integrated marketing campaign from American Family Insurance featuring Derek Jeter and JJ Watt.

Derek’s spot highlights Ella Helton and her mother. Ella is a six-year-old who started a small business called Ella Bella Beads. Ella donates $1 dollar from every bracelet sold to the Children’s Hunger project.

JJ’s spot features David Rivers and Robby Robinson of the Buffalo Bayou Partnership. It’s a volunteer organization that clears trash from rivers.

“We are taking the opportunity to show Derek and JJ, champions in their own right, helping to support the dreams of others,” said Sherina Smith, marketing vice president. “Derek and JJ serve as a positive representation of our brand and exemplify the values of our company.”

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.

Why brand ambassadors?

American Family uses brand ambassadors in marketing campaigns because they embody and promote the essence of the American Family brand, through their character, talent and actions. Their values align with the company’s core values.

Watt and Jeter not only have a recognized authenticity, they have an established association with the American Family brand that can help boost the brand’s visibility. They exemplify the company’s message of inspiring and pursuing dreams. In addition, both star athletes are recognized for their philanthropy.

Derek is founder of Turn 2 Foundation. Since its launch, the foundation has awarded more than $30 million to create and support programs that motivate young people to turn away from drugs and alcohol and "Turn 2" healthy lifestyles.

JJ helped raise $37 million for Hurricane Harvey relief and was named Walter Payton NFL Man of the Year in 2018.

Supporting and improving our communities for all are themes that resonate in the new ads, and promote values that are important to American Family, its culture and its brand.

Derek Jeter has been an American Family Insurance brand ambassador since 2016; JJ Watt became a brand ambassador in 2015.

Learn more about the brand campaign.

See Derek Jeter's spot:

See JJ Watt's spot:

Creative agency: BBDO, New York
Media agency: Mindshare, Chicago

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About American Family Insurance
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 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. Web; Facebook; Twitter