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For sports fans watching last night’s broadcast of the Boston Celtics game against Denver, a familiar face appeared off the court during the commercial break: Celtics star Jayson Tatum. 

Amica Insurance - the exclusive auto, home and life insurance partner of the Celtics - has teamed up with Tatum for the brand’s latest national marketing campaign, 'Protect Your Legacy.' This also marks Tatum’s first appearance alongside his mother, Brandy Cole, in a TV commercial.

“I’m thrilled to partner with Amica given our shared values,” Jayson said. “I really enjoyed working with them to share this important message about protecting what matters, and I’m so glad my mom could be a part of it.”

“We’re excited to partner with Jayson for our newest advertising campaign,” said Tory Pachis, executive vice president and chief growth and marketing officer at Amica. “We admire his dedication to excellence, his involvement with the community and his devotion to family. His story is one of relentless work ethic, teamwork and commitment – values we share at Amica.”

'Protect Your Legacy,' - directed by Ray Smiling of Division7 - highlights how Jayson’s relentless tenacity and commitment on the court also shape his life beyond it - as a father, a son, and someone who understands he’s never alone in his journey.  

Both Jayson and Amica go above and beyond to protect family and legacy. Amica reinforces Jayson’s values with one key message: We know why you work so hard. So we work harder to protect it.

“We wanted to align with someone who shares the same values that drive the Amica brand,” said Trusha Bhatt, strategist, Mother New York, Amica’s creative agency. “Having witnessed the incredible bond between Jayson and his mother, Brandy, over the years, we knew there was a wealth of emotion and depth to explore. We're excited to share a glimpse of that with the world.”

'Protect Your Legacy' is a follow-up to Amica’s '' campaign, which debuted on the opening night of the 2024-2025 regular season, the same night the Celtics raised their record 18th championship banner.