BBDO New York launched a Father’s Day spot as part of its “Insure Carefully, Dream Fearlessly” campaign for American Family Insurance (AFI) entitled “Dad Insurance for Fearless Dreams.”
The spot follows the story of Mateo, whose father surprises him with a judo uniform. As his father takes him to his first practice they pass a group of boys who taunt Mateo as a “daddy’s boy,” perhaps the reason he wanted to take judo in the first place. We watch as Mateo trains and works his way up the ranks, with his dad surprising him with another gift at the conclusion of the spot.
It’s a touching spot, with the emotion all the more impactful for the understated relationship between the boy and his father. It may not speak to what benefits the brand actually provides, but the judo class acts as a sort of metaphor for the kind of protection AFI offers to parents. It shares some similarities with its “Free to Dream” predecessor while remaining much more down-to-earth, literally.
We’re not sure the online spot really needed the full 2:30 runtime to get its point across, but it’s still one of the better Father’s Day efforts we’ve seen this year. AFI is promoting the spot, which made its debut on social channels this week, with the “#DadInsurance” hashtag and a ≈.
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
EXECUTIVE CREATIVE DIRECTOR: Michael Aimette
SENIOR CREATIVE DIRECTOR: Eric Goldstein
CREATIVE DIRECTOR: Lance Vining
CREATIVE DIRECTOR: Gary DuToit
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
DIRECTOR: Jamie Rafn
LINE PRODUCER: Alex Waite
DIRECTOR OF PHOTOGRAPHY: Andrij Parekh
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
EXECUTIVE PRODUCER: Adina Birnbaum
PRODUCER: Adrienne McNeary
CONFORM / FINISH COMPANY: MPC
CONFORM ARTIST: Jonathan McKee, Elijah Lamond, Leslie Chung
PRODUCER: Bindy St. Leger
GRAPHIC DESIGN COMPANY: Suspect
PRODUCER: Rob Appelblatt
VISUAL EFFECTS COMPANY: MPC
VISUAL FX SUPERVISOR: Aleks Djordjevic
ROTO: Vamsi Krishna Reddy
EXECUTIVE PRODUCER: Camila De Biaggi
PRODUCER: Bindy St. Leger, Aiste Akelaityte
MUSIC COMPANY: Beacon Street (original music)
COMPOSER: Andrew Feltenstein
PRODUCER: Leslie DiLullo
MIX & RECORD COMPANY: Sonic Union
ENGINEER: Mike Marinelli
PRODUCER: Justine Cortale
STOCK FOOTAGE/VIDEO: SHOT BY: Koji Yahagi / producer: Mike Gentile
STOCK MUSIC COMPANY: Universal/EVO (publisher)
STOCK TRACK NAME: El Diablo Baby