Amica Insurance’s lovely new spot tackles the loneliness and isolation of modern life

The isolation brought on by our increasingly digital lives is a common theme in advertising, but rarely captured as movingly as in the new Amica Insurance campaign from Mother New York. A 90-second spot, directed by Diego Contreras of Love Song, uses its first half to illustrate the problem—with lyrical vignettes of loneliness, a feeling common to so many people these days. Companies are complicit in this isolation epidemic, of course, with the increasing efficiency of products and services making it that much easier to live life alone. The second half of the spot brightens considerably, as Amica makes its claim for building a business around empathy, connection and humanity. It’s a very basic message, at its core, but it resonates here, thanks to the craft of the film. “In our line of business, we often interact with customers at key moments in their lives—moments when life is changing or when something has gone wrong, and help is needed,” said Tory Pachis, SVP of marketing and communications at Amica. “This campaign uniquely positions Amica in the insurance category as a provider who understands and values human relationships. It’s an insurance ad, but it’s also a call for all of us to be more empathetic and human with each other.” “This campaign makes you look at the world around you and think about what matters most,” added Gustavo Dorietto, executive creative director at Mother New York. “A little empathy goes a long way to make the world a better place, and that’s how Amica distinguishes itself in the category.” The campaign also includes 15-second, product-specific spots. Paid social—including Meta, Pinterest and NextDoor—and display ads feature testimonials from real Amica customers.

Amica Insurance’s lovely new spot tackles the loneliness and isolation of modern life

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