Aflac Duck Shakes Things ‘Up’

Aflac will debut a 30-second TV spot this weekend cross-promoting Disney-Pixar’s first 3-D film, Up.

This marks the first commercial to feature the insurance company’s newly introduced tagline, “We’ve got you under our wing.” Pixar handled the animation for the spot, which features characters from the film.

Up, hitting theaters May 29, follows a retired balloon salesman who fulfills his lifelong dream of travel and adventure when he rigs his house to fly to South America.

In the commercial, the hero and his wife get help for bills from the Aflac Duck, who at the end of the spot is shown hitching a ride on the balloon-borne house. A voiceover explains: “Now more than ever, [Aflac] can help keep your dreams afloat.”

“This commercial is about life,” said Jeff Charney, svp and chief marketing officer of Aflac. “We are all about real life and protecting people’s livelihoods and their dreams.”

The spot will debut this weekend on the Fox’s broadcast of the Southern 500 Nascar race, where Carl Edwards will drive an Up-themed Aflac car.

The Kaplan Thaler Group here launched the new campaign late last month with print ads highlighting “Aflacts.”

Casting the duck as a friend who can provides much-needed support in times of need, the campaign includes online initiatives on iTunes, Twitter and Facebook.

“The duck is posting a few times a day and people are really responding,” said Charney. “It shows you the breadth of this icon and its continued relevance as time goes on.”

Aflac, with advertising previously tagged “Ask about it at work,” spent about $80 million in U.S. media last year, according to Nielsen.