American Family Insurance Expands NFL Push with Jordan Love

Quick listen: How American Family builds NFL momentum with Jordan Love — in under 2 minutes.

Jordan Love is going long again, this time for American Family Insurance.

The Green Bay Packers quarterback stars in the latest ad for the brand’s "Life’s Better" campaign, marking his second year as a brand ambassador.

The partnership, which began in 2024, has placed Love alongside other well-known American Family endorsers, including Derek Jeter and the Scott Brothers.

American Family Insurance CMO Sherina Smith said the latest work continues the story started last year.

“We are excited for Jordan Love to enter year two with us — a true Dream Champion,” she said.

“The story of the dream team from last year’s ‘Dream Fearlessly Bowl’ continues in this year’s work and we are thrilled to share the next chapter. of the story”

The campaign was developed by Elite Media, which also worked on Love’s debut spot in 2024.

Meanwhile, ECD Jindai Joseph noted that Love’s career path makes him a strong fit for the brand.

From being a first-round pick to starting quarterback in the NFL, Joseph notes that Love's journey is the "stuff dreams are made of."

A Welcome Play for Love

Titled “Go Long,” the new spot shows Love moving into a new home where hundreds of neighborhood kids welcome him with an impromptu football game.

Notably, young sports caster Jeremiah Fennell even makes a surprise appearance. 

The epic backyard football sequence is narrated with a powerful message:

"Life’s better when you’re under our roof because it’s more than a new home — it’s a new journey. And when you feel protected, you can dream fearlessly.”

Overall, the spot hopes to encourage viewers to consider bundling home and auto coverage, connecting the lighthearted scene to a clear product offering.

It drives the point that when people feel secure in their homes, they can focus on pursuing bigger dreams.

The campaign will run throughout the NFL season in select local markets, reflecting the insurer’s ongoing effort to anchor its brand message in community, family, and security.

Love is already positioned as a household name, starring in numerous campaigns of big brands like Toyota, Sony, and Nike. 

And with this, the insurer is able to gain cultural relevance, especially as it aligns with the new NFL season.

American Family Insurance has also signaled that its sports-based storytelling will continue to evolve.

While other insurers have experimented with humor-driven approaches, this work leans on emotional relatability and the idea of protection as a pathway to your dreams.

The ongoing brand partnership with Jordan Love ensures the message is backed by a recognizable face beloved by both sports fans and everyday homeowners.

Our Take: Does NFL Storytelling Still Score?

To me, this campaign proves that not every sports tie-in has to rely on slapstick or over-the-top cameos.

American Family Insurance is taking a quieter route by connecting the excitement of football season with milestones like homeownership.

That's what makes it feel relevant and genuine, especially in a market where insurance ads often chase gimmicks.

And for brands, it's a reminder that consistency, together with authentic storytelling, can resonate just as strongly as spectacle.

In other news, State Farm’s campaign with Patrick Mahomes and Meghan Trainor takes a different route, showing how insurers use celebrity pairings in a crowded ad season.

Powerful storytelling doesn’t always need spectacle. Sometimes, subtlety leaves the strongest mark.

These creative agencies craft campaigns that resonate with authenticity.