Some young adults feel invincible and don't have health insurance or cash on hand to deal with even minor medical emergencies—the kind that without insurance can wreak havoc on your finances. So in its latest ad campaign, which is aimed at millennials, Aflac is highlighting how its supplemental insurance can safeguard you from missing out on life experiences.
In the ad, a skier breaks his leg. Ski patrol medics assess the injury as a "real moving-back-in-with-the-parents" situation.
"It's a full-blown move into the basement," the medic tells the injured skier. "You're going to be out of work, and without that money from Aflac, you might miss your rent."
The Aflac duck also makes an appearance, as the voiceover talks about how Aflac's insurance can help you maintain your lifestyle no matter what happens.
Aflac found that 62 percent of millennials have less than $1,000 on hand for out-of-pocket medical expenses.
"They put experiences before possessions, so we felt this was an opportunity to connect with them and show that if there's a medical emergency, there's a ripple effect that's going to affect their lifestyle, and they might not be able to cover the cost," said Gail Galuppo, svp and CMO at Aflac.
According to the company's research, most 18- to 35-year-olds are aware of the Aflac brand (primarily because of its mascot), but they don't understand how supplemental insurance works as well as older consumers do.
The campaign therefore includes a website that calculates the financial impact of accidents or illnesses for the uninsured. For instance, it estimates that the cost of a broken leg at $5,300, which equals five years of cellphone coverage or tickets to 20 music festivals.
"It's about telling them that their lifestyles are worth protecting," Galuppo said. "It's not about losing your house or car. It can be as simple as: If you get bronchitis and have to make a hospital visit, it's going to set you back, and you might have to give up going out to dinner with your friends. You might not be able to live your life to the fullest with these huge bills. But Aflac can help you do that."
Chief Marketing Officer: Gail Galuppo
Director- Brand Strategy and Advertising: Jennifer Walker
Manager- National Advertising: Amy Persons
Creative AOR: Publicis Seattle
Chief Creative Officer: Andrew Cristou
President: Melissa Nelson
Director of Integrated Production: Corey Bartha
Group Creative Director: Steve Williams
Head of Production: Adam Oliver
Broadcast Producer: Ryan Shanholtzer
Art Director: Adam Deer
Copywriter: Trevor Houser
Account Director: Garth Knutson
Account Executive: Pat Hutchinson
Director of Business Affairs: Deb Groth
Strategy Director: JP Martin
Strategist: Marie MacWhorter
Live Production: Moxie Pictures
Director: Martin Granger
Executive Producer: Karol Zeno
Line Producer: Heidi Soltesz
Editorial Postproduction: Arcade NY
Executive Producer: Sila Soyer
Producer: Gavin Carroll
Editor: Jeff Ferruzzo
Visual Effects: The Mill NY
Senior Producer: Colin Blaney
VFX Supervisor: Krissy Nordella