Award-winning singer and actor Jennifer Hudson is fronting American Family Insurance's new #DreamFearlessly ad campaign, which debuts in regional broadcasts of the Super Bowl on Feb. 1.
Hudson was part of her church choir before singing on a Disney Cruise Lines ship and then competing on American Idol. And she was selected to capture the aspirational underpinnings of the initial work from American Family's new agency, BBDO New York. It's part of a larger marketing effort that will appear throughout the first quarter of this year, including in regional broadcasts of the Grammy and Academy awards later in February.
The regional Super Bowl ad is set in a '40s-era diner and features Hudson with five other aspiring artists. Set against the song "O-o-h Child," the campaign uses the new tag: "Insure carefully, dream fearlessly."
New online teasers show the reaction of the actual aspiring entertainers who were chosen to appear in the commercial with Hudson. The TV ads will be supported by print, radio, digital and social initiatives.
The Super Bowl ad will be seen by some 33 million consumers in American Family's operating states. The work marks the third year the Madison, Wisc., company has advertised regionally in the game.
For more news about the brands and stars preparing buzzworthy spots, be sure to check our up-to-the-minute Super Bowl Ad Tracker.