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Key Takeaways:
- American Family Insurance debuts three new spots under its “Life’s Better” campaign, highlighting how protection fuels everyday dreams.
- The ads, developed with Elite Media, reinforce emotional storytelling and the value of bundling home, auto, and life insurance.
- A multi-channel rollout across 19 states ensures the campaign reaches families where they are.
Even cardboard planes can take flight when you feel protected.
American Family Insurance is back with the latest rollout from its ongoing "Life’s Better" campaign, previously recognized as one of the most effective marketing efforts of 2023.
Through the revitalized initiative, the insurance giant seeks to reinforce its commitment to safeguarding the dreams of its customers, no matter how big or small.
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The new wave of storytelling leans into that promise with three heartwarming spots that bring the brand’s red roofline symbol to life.
The campaign is anchored on a simple but compelling insight: when people feel secure, they’re free to pursue what matters most.
“As we lean into our campaign and evolve our stories — our customers can always rest assured that the dreams they’ve worked so hard to achieve will be protected under the American Family Insurance red roofline,” said Sherina Smith, CMO at American Family Insurance.
“Wherever your dreams may lead, we take pride in protecting them and offering savings to customers who bundle their home, auto, and life insurance policies.”
By tying everyday family moments to the idea of feeling secure, American Family Insurance strengthens its brand identity while unlocking deeper emotional engagement.
Those are components that are often missing in a category dominated by price wars and policy fine print.
All the Possibilities
This latest ad series features three 30-second commercials titled “Take Off,” “Astronaut,” and “Joy."
Each of them is designed to show how insurance isn’t just about protection, but about enabling life’s possibilities.
“Take Off” follows a young boy with a big imagination, piloting a cardboard plane above his neighborhood.
Meanwhile, “Astronaut” stars a young girl returning from her science fair, her mom tracking safe driving habits via the insurer’s “Drive My Way” app.
Lastly, “Joy” captures a quiet, intimate moment between a father and son, made more poignant by the quiet safety of their home during a thunderstorm.
Each spot closes with a recognizable red roof and a reminder that bundling home, auto, and life insurance can bring both savings and peace of mind.
But the visuals do more than just support a value proposition; they aim to build emotional memory.
Overall, the tagline “Insure carefully, dream fearlessly” continues to ground the campaign.
The work was developed by creative agency Elite Media, which has been the lead partner of the campaign since its debut.
To me, the latest set of ads displays the kind of quiet storytelling that doesn’t shout its message, but stays with you long after the screen fades to black.
With a cohesive rollout spanning multiple platforms, the brand is betting that familiarity and heart, not flash, will make the biggest impact.
And in a noisy category where most ads are indistinguishable, American Family Insurance’s consistent brand voice might just be what helps it stand out.
In other news, Goodyear and BBH USA previously launched a nostalgic spot that takes viewers back to the brand's roots.
From life to commercial lines, these agencies know how to market insurance. Browse top-rated partners below:
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