American Family Insurance is using a regional buy in the Super Bowl to introduce its new platform, “Insure carefully, Dream Fearlessly.” Directed by Jake Scott of RSA for BBDO New York, this spot titled “Dreams” takes place in a 1940s’ era diner and features Jennifer Hudson along with a cast of five actual dreamers who are hoping to realize their own musical and show business aspirations as they perform “O-o-oh Child.”
The ad is part of a campaign that defines American Family Insurance as a brand that inspires, protects and restores dreams.
Credits
Client American Family Insurance Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, BBDO NY; Michael Aimette, executive creative director; Judd Counsell, associate creative director/copywriter; Anne Lac, associate creative director/art director; Anthony Nelson, group executive producer; Darbi Fretwell, sr. producer; BreeAnn Stuart, producer; Rani Vaz, executive music producer. Production RSA Jake Scott, director; Tracie Norfleet, exec producer; Chris Soos, DP; David Mitchell, line producer; Jason Groves, production supervisor. Music Search Party Randall Poster, music supervisor; Meghan Currier, music producer; Stewart Lerman, music producer/arranger; David Forman, music arranger. Editorial NO6 NY Justin Quagliata, editor; Ryan Bukowski, assistant editor; Corina Dennison, exec producer; Malia Rose, producer; Ed Skupeen, VFX artist. Audio Heard City Philip Loeb, mixer/sound designer; Sasha Awn, sr. producer. Post Company 3 Tim Masick, colorist; Rochelle Brown, producer. Graphics Imaginary Forces Griffin Frazen, designer/animator; Sarah Roebuck, exec producer
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
