American Family Insurance - Marching Band

Rather than focus on the gimmicks used by competitors, American Family’s commercial, “Marching Band,” takes a more insightful approach–one that is centered in the brand’s DNA–by demonstrating that they understand why it’s so important to have the right protection for your house and car–because they are more than just financial assets.

For African American consumers, these investments provide the base from which they nurture their families and build current and future wealth. “Marching Band” reinforces that American Family Insurance is right there, protecting their homes, autos, and all the dreams along the way.

The commercial starts with an inspiring story of dreaming fearlessly. It’s extremely rare for drum majors to be female and a history-making female drum major and HBCU Alum was consulted for help with choreography and authenticity. The result is a story that resonates with the African American audience.

Strong cultural cues of hard work, family support, creativity and individual achievement then elevate the message. Finally, it’s crafted with an inclusive and optimistic tone that is ownable and true to the brand’s legacy of excellence and mission of inspiring, protecting, and restoring dreams.

With a contemporary cast and story, “Marching Band” connects with the younger African American audience while also bridging to more traditional African American consumers by leveraging HBCU culture. Most importantly, it helps provide a strong, new foundation for the American Family Insurance business.