By Barry Janoff
August 29, 2016: In his first national campaign appearance since joining the Golden State Warriors, Kevin Durant stars alongside NFL All-Pro J.J. Watt and MLB icon Derek Jeter in a new campaign from American Family Insurance under its umbrella effort, “Insure Carefully, Dream Fearlessly.”
The campaign supports the company's position that "being a true dream champion means providing real support, not just cheering from the sidelines."
The multi-media effort sees brand ambassadors Durant, Watt and Jeter giving "unexpected assistance to hardworking Americans whose dreams are to help others by giving back to their communities."
“Customers choose American Family Insurance because we engage with them through meaningful content that reaches beyond traditional advertising, daring them to dream fearlessly, knowing we’re protecting them along the way,” Telisa Yancy, CMO for American Family Insurance, said in a statement. “Our brand ambassadors are an important part of this message — supporting and championing dreams, sharing their own stories, struggles and achievements, and providing inspiration by example.”
Several spots follow the three men as they interact with people and kids in local communities.
In "School on Wheels," Jeter, Durant and Watt work with kids in the School on Wheels program, a national organization that offers educational assistance to children living on the streets, on their math, reading and drawing.
In “With Love Market,” the focus is on With Love Market & Café, based in Los Angeles, which makes healthy food accessible and affordable.
“Hometown Hero” sees Durant, along with Watt and Jeter, surprising James, a young boy from his hometown of Washington D.C., who believes he is going to appear on a talk show to discuss how his single mother supports his dream of being a dancer. Durant offers encouragement and shares what his own single mother told him as a young, aspiring athlete, according to American Family.
Thirty-second spots will air locally in 69 markets in 19 states. Accompanying the films is the song, “I Know Better” from award-winning musician John Legend.
Support includes radio, Internet and social media.
Lead agency is BBDO Worldwide.
“Getting to talk to James and encourage his dreams was an amazing moment for me,” said Durant in a statement. “It’s important to me to be able to connect with people one-on-one and make a difference, and I'm glad I was able to do that with this campaign.”
Durant last month signed with the Warriors as a free agent after spending the first nine years in the NBA with the Seattle Sonics/Oklahoma City Thunder.
He revealed his decision on The Players' Tribune, an online site under the auspices of Jeter.
According to Julie Schaubroeck, associate vp-brand and consumer marketing for American Family Insurance, “Our brand ambassadors are great examples of the power of dreams and having the support of others who believe in you through your journey.
"We’ve taken our insure carefully, dream fearlessly campaign a step further by seeing our brand ambassadors — who had dreams they achieved partly because of the support of family, friends and community — championing the dreams of others," said Schaubroeck.
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