Key Takeaways:
- Amica Insurance joins forces with NBA star Jayson Tatum for a heartfelt campaign as part of its partnership with the Boston Celtics.
- The ad features a special appearance from Tatum's mother, highlighting the importance of family.
NBA All-Star athlete Jayson Tatum joins Amica for a new national campaign, marking the latest chapter of the Boston Celtics' partnership with the insurance company.
Created in collaboration with advertising agency Mother New York, "Protect Your Legacy" highlights the values of hard work, family, and commitment — both on and off the court.
The commercial is particularly special as it features Tatum alongside his mother, Brandy Cole, in their first commercial appearance together.
Jayson Tatum shared a moment with his mom after clinching a spot in the NBA Finals ❤️ pic.twitter.com/8AFCJqixzO
— ESPN (@espn) May 28, 2024
In a press release, Tatum expressed his excitement for the new campaign, which aligns with his values:
"I really enjoyed working with them to share this important message about protecting what matters, and I'm so glad my mom could be a part of it."
Meanwhile, Amica EVP and Chief Growth and Marketing Officer Tory Pachis emphasized Tatum's dedication to community and family values, which made him the perfect spokesperson for the effort.
Its brand partnership with the Boston Celtics strengthened Amica's credibility by aligning with a championship team that embodies excellence and resilience.
Featuring Tatum and his mother adds a personal, emotional layer, making the storytelling feel authentic and deeply relatable.
This approach not only humanizes the brand but also enhances consumer trust by associating it with real-life values and aspirations that resonate beyond the game.
A Courtside Legacy
Directed by Ray Smiling of creative studio Division7, the 60-second spot dives into the relentless drive that defines Tatum, not only as an elite athlete but also as a son and a father.
"Protect Your Legacy" opens with Tatum speaking to the press about his many achievements, including his record for the most points scored in a game seven.
Interwoven with this scene is footage of the athlete pushing himself through grueling drills.
When a journalist asks what keeps him going, the ad cuts to a scene of him at his family home, where he spends time with his mom.
This culminates in a touching moment, where he responds with: "Knowing who I do it for."
The film captures the idea that success isn't just about what happens on the court — it's about the people who support and inspire that journey.
Amica reinforces this message with a simple but powerful statement: "We know why you work so hard. So we work harder to protect it."
Back in January, Tatum also appeared in a star-studded spot for the NBA's comeback to NBC.
