American Family Insurance and Elite Media Encourage Parents to Celebrate Their Greatest Legacy - Their Children
To celebrate Black History Month, American Family Insurance and Elite Media deliver joy, prayers and giggles to help parents protect their greatest legacy - their children.
Narrated by Phylicia Rashad. the two films, titled 'Legacy' - a long-form :60 and :30 - launch this month to remind viewers to cherish the little moments of warmth and tenderness as the culmination of dreams achieved. The films star artist and influencer, Glen Henry, and his son, Theo, as they walk-through their normal nightly routine - an unscripted, authentic moment of Black joy and fatherhood. The duo sing a song they made up together in preparation for bed.
The :30 features different footage of the same interaction - no singing, just tickles, giggles and affection. Both films close with the words, 'Protect your love. Protect your legacy. Protect your dreams.', reinforcing American Family Insurance’s ongoing platform of 'Insure Carefully, Dream Fearlessly'.
Sherina Smith, VP of marketing at American Family Insurance, noted: “The film is entitled 'Legacy' because teaching a child love, strength and joy is a legacy-building act. A legacy consists of all the dreams you’ve achieved or empowered throughout your lifetime. American Family is here to help build and protect those dreams as you pursue them. We are proud to salute parents like Glen Henry for protecting and inspiring the next generation of dreamers."
Chris Crawford, founder and chief creative officer at Elite Media, the agency behind the spot, added: “In this cultural moment, unfettered Black joy is an inheritance worth passing along to the next generation of fearless dreamers.”
The new films follow work released last year by American Family and Elite Media which celebrated the legacy of Dr. Martin Luther King Jr. The campaign received multiple awards from the Association of National Advertisers for multicultural excellence.
The work is appearing on American Family Insurance’s social media channels. The :30 will also run on broadcast, alongside an accompanying print ad.
Advertiser: American Family Insurance
Creative Agency: Elite Media
Production Company: Nice Shoes
Edit Company: Nice Shoes
Post Production / VFX
Post Production Company: The Mill
Sound Company: Sonic Union
Category: Finance , Insurance