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American Family Insurance just launched a new campaign starring NFL Green Bay Packers quarterback Jordan Love, who was announced as the brand's ambassador last June.
Made together with creative agency Elite Media, the initiative is marked by a spot highlighting the distinct culture of the NFL and its fans.
It centers around Love, who plays in the stadium with kids who are fans of the game.
The narrative is symbolic of the dreams these kids have whenever they watch their favorite teams from their living room — and how America Family Insurance can help them achieve these dreams.
Notably, the latest ad comes as part of the brand's ongoing "Life's Better" platform, which aims to show just how the insurance firm plans to protect, restore, and inspire these dreams.
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American Family Insurance CML Sherina Smith shared her thoughts on the campaign, saying that to inspire customers and communities to "dream fearlessly" is part of the brand's DNA.
"Jordan Love has shown his dedication to family, resilience and achievement — all traits that align with our company’s core values and fearless dreamers everywhere,” Smith added.
Elite Media CEO Chris Crawford reinforced these sentiments, saying the brand and agency have created a "steady flow of dynamic, culturally relevant, high-impact content all with Jordan at the center."
Teaming up with beloved sports figures like Love is a great way for American Family Insurance to spotlight its brand identity and the values it holds dear as a company.
Welcome to the 'Dream Fearlessly Bowl'
The 45-second spot kickstarts at the "Dream Fearlessly Bowl," where a group of young kids and Love play a game of football inside an imagined stadium and under the red roof of American Family Insurance.
"You're going down," one of them taunts the other team as they kick-off.
After a series of plays, Love asks his teammates to "go deep" and throws the football.
The kids then make a game-winning play, with some of them landing on the living room sofa, while others bump into the grandfather clock.
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Jeremiah, one of the young dreamers, asks Love in a post-match interview: "Another game-winner, Jordan. How did you do it?"
The NFL star responds by saying to just "stay fearless out there."
The spot concludes with the kids energetically playing in their living room as their parents watch them from afar.
"Bundle life and save up to 25% on home and auto," the narrator touts, as the commercial ends.
It's not uncommon for NFL players (even retired ones) to become brand ambassadors. Recently, NFL legend J.J. Watt and his entire family starred in DICK'S holiday campaign.
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