• by Steve McClellan  @mp_mcclellan, April 13, 2023

American Family is debuting the newest evolution in its “Insure carefully, dream fearlessly” platform. 

The brand refresh, titled “Life’s Better,” is a new twist anchored in the company’s ethos that it doesn’t just provide insurance, it protects dreams.  

The campaign is centered around the idea that, “when you feel totally protected, you’re free to enjoy the dreams you’ve worked so hard to achieve.”  

And it uses the brand’s red roofline as a visual representation of dream protection.  The red roof, embedded in the American Family logo, has been the brands symbol of protection, safety and inspiration for over 60 years.   

The multimedia campaign, led by Elite Media, will launch with video advertising to be followed by print, out-of-home and digital.  

The Ads target the 40 population, which is largely multicultural and also the growth market for insurance.  The first two films in the campaign debut this week: 

• · “Newborn” captures an intimate moment between a father and his child, feeling safe and secure knowing they have the red roof hovering over them.  It is accompanied by an instrumental version of “Lean on Me” by Bill Withers. 

• · “Better” tells the story of a car enthusiast, Carlos, who gets caught in a hailstorm but is able to emerge unscathed because he is covered by comfort and protection he receives from the red roof and the support he received from his agent along the way.  “The Good Life” by Devon Gilfillian plays in the background. 

Both films use mixed reality as a contemporary device to resonate with its intended younger audience.   

Sherina Smith, Chief Marketing Officer at American Family Insurance, said “’Life’s Better’ reminds our audiences that they can enjoy the dreams they have worked so hard to achieve when they have peace of mind and are protected under our roof,” adding, “We want to cement American Family’s red roofline as an iconic brand element that reinforces our brand promise to inspire, protect and restore dreams.” 

Additional video spots are planned, along with a multisensory online brand experience called “The Soundtrack of Protection.”