In January of 2015, BBDO New York launched its “Dream Fearlessly” campaign for American Family Insurance with a regional Super Bowl spot starring Jennifer Hudson after being named the provider’s creative agency of record in November of 2014. Now the agency has launched the next phase of that effort with a series of spots continuing the “Insure carefully, dream fearlessly” theme.
At the center of the campaign is a 60-second anthem ad taking a look at one young American’s ambitious dreams of space exploration, as featured on the “Dream Fearlessly” landing site.
The other ads elaborate on that theme in a more down-to-earth way.
“Music Room,” for example, shows how “protecting your dreams goes beyond the house itself.” It opens on a girl sleeping, with a clock on a bedside table ticking away. The camera then pans down to the basement where dad is busy rocking out with his band as the text “Putting your jam sessions in sleep mode” appears onscreen.
Another spot promoting the company’s auto insurance offering takes the cheesiness up a notch, complete with sentimental piano music. “Sun Reset” shows a young couple watching the sun setting over a hill, and then driving further to watch it set over another hill as a voiceover tells viewers “Protecting your dreams goes beyond the car itself.”
The campaign also includes a companion digital and social effort from Mirum, entitled “Kid Coaches,” which features advice from children on overcoming barriers and dreaming freely–as well as supporting print, radio and digital banner initiatives.
Credits:
Client: American Family Insurance
Agency: BBDO New York
CHIEF CREATIVE OFFICER, WORLDWIDE: David Lubars
CHIEF CREATIVE OFFICER, NEW YORK: Greg Hahn
EXECUTIVE CREATIVE DIRECTOR: Susan Golkin
SENIOR CREATIVE DIRECTOR: Eric Goldstein
SENIOR PRODUCER: Becky Burkhard
ASST. PRODUCER: Mike Ritchie
MUSIC PRODUCER: Rani Vaz
BUSINESS MANAGER: Maria Elia
SR. ACCOUNT DIRECTOR: Jim Santora / Christine Smith
ACCOUNT DIRECTOR: Kelly Harrington
ACCOUNT MANAGER: Justin Choy
PRODUCTION COMPANY: Smuggler
EXECUTIVE PRODUCER: Drew Santarsiero / Brian Carmody
DIRECTOR: Adam Berg
LINE PRODUCER: Karen O’Brien
DIRECTOR OF PHOTOGRAPHY: Alwin Kuchler
EDITORIAL COMPANY: Cosmo Street Editorial
EXECUTIVE PRODUCER: Maura Woodward
PRODUCER: Anne Lai
EDITOR: Paul Hardcastle
ASSISTANT EDITOR: Nellie Phillips
TELECINE COMPANY: MPC
TELECINE ARTIST: Mark Gethin
PRODUCER: Meghan Lang/Rebecca Boorsma
CONFORM / FINISH COMPANY: MPC
CONFORM ARTIST: Chris Moore/Michael Gregory
PRODUCER: Elexis Stearn/Brian Friel
GRAPHIC DESIGN COMPANY: Suspect
PRODUCER: Rob Appelblatt
VISUAL EFFECTS COMPANY: MPC
LEAD CG ARTIST: Micheal Wynd/Chris Moore/Ben Persons/Michael Gregory
PRODUCER: Brian Friel
MUSIC COMPANY: Beacon Street (re-arrangements)
COMPOSER: Andrew Feltenstein
PRODUCER: Leslie DiLullo
MIX & RECORD COMPANY: Heard City
ENGINEER: Phil Loeb
PRODUCER: Talia Rodgers
VO TALENT: Isaiah Johnson
AGENT NAME: Neal Altman (Abrams Artists)
“Kid Coaches” Credits:
Client: American Family Insurance
Agency: Mirum
GROUP CREATIVE DIRECTOR: Jack Fahden CREATIVE DIRECTOR: AJ SCHERBRING ASSOCIATE CREATIVE DIRECTOR: Michael Zaspel
SENIOR PRODUCER: Jud Turk
BUSINESS DIRECTOR: Stephanie Leapaldt