American Family Insurance unveiled its regional Super Bowl spot today, starring award-winning artist Jennifer Hudson. The spot expands on the insurer's existing advertising by encouraging people to follow their dreams.
The ad is set in a classic '40s diner and features Ms. Hudson singing a heartfelt rendition of "O-O-H Child." Alongside her are five real "dreamers," including a paralegal, a human resources manager and substitute teacher, an entertainer and teaching artist, who were featured in teaser videos. The ad closes on the tagline: "Insure carefully, dream fearlessly." It was filmed by Jake Scott, who also directed Budweiser's Super Bowl spot called "Lost Dog."
"Our mission is to inspire, protect and restore dreams," said Telisa Yancy, VP-marketing at American Family, in a statement. "We take this very seriously and hope that people will walk away from this commercial recognizing that we are committed to be the champion of dreams."
The spot, created by BBDO New York, will run in 70 markets across the country during the Super Bowl in either a 30 or 60-second cuts. It marks the insurer's third appearance in the game -- its previous two regional spots featured Seattle Seahawks quarterback Russell Wilson, who will play in the game on Sunday.
The ad kicks off the its new brand campaign called "Dream Fearlessly," which will include TV buys in the Grammy and Academy Awards in next month. It will also feature print, radio, digital efforts built around the hashtag #DreamFearlessly.
"We're looking for the opportunity to engage with consumers beyond the time that the spots actually run," said Ms. Yancy, told Ad Age. The game will be a launch pad to re-energize the brand in the coming months, she added.