09:39 AM

JJ Watt featured in new American Family Insurance campaign


Dream champion and American Family brand ambassador is featured in new integrated marketing campaign.

With the right support, any dream is possible.

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

The spot with Watt begins airing today, Aug. 8, and features David Rivers and Robby Robinson of the Buffalo Bayou Partnership. It’s a non-profit organization that clears trash from an historic city waterway.

“We are taking the opportunity to show a champion in his own right, helping to support the dreams of others,” said Sherina Smith, marketing vice president. “JJ serves 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 not only has a recognized authenticity, he has an established association with the American Family brand that can help boost the brand’s visibility. He examplifies the company’s message of inspiring and pursuing dreams. In addition, he is recognized for his philanthropy.

Watt 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 ad, and promote values that are important to American Family, its culture and its brand.

JJ Watt became an American Family brand ambassador in 2015.

Learn more about the brand campaign.

See JJ Watt spot here:

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