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In June, American Family Insurance announced that it had partnered with Green Bay Packers quarterback Jordan Love to be its newest brand ambassador. Now Jordan is set to star in a new creative campaign created by Elite Media on behalf of the brand that leans into NFL culture.

The effort is part of American Family Insurance's 'Life’s Better' platform which focuses on how, under the American Family Insurance roof, people can feel comforted in the knowledge that American Family Insurance inspires, protects, and restores their dreams. 

“Inspiring our customers and communities to dream fearlessly is part of our DNA. Jordan Love has shown his dedication to family, resilience and achievement – all traits that align with our company’s core values and fearless dreamers everywhere,” said Sherina Smith, chief marketing officer at American Family Insurance.

The multimedia campaign debuts November 11th and includes elements across digital, social, outdoor, teasers, as well as partnerships with young influencers like aspiring sports caster Jeremiah Fennell. At the centre is a television spot, starring Jordan Love, and featuring a bevy of kids playing an indoor football game (the 'Dream Fearlessly Bowl'), all under the roof protection of American Family. As the commercial copy says, “Life’s Better when you’re under our roof, because you’ll feel totally protected – all so your family can pursue their dreams.” American Family Insurance recognises that many dreams begin with their homes.

A teaser :60, starring influencer Jeremiah (@jeremiahoneandfive), introduces the young dreamers who will appear in the TV commercial along with Jordan, and sets up the idea of the 'Dream Fearlessly Bowl.' It will run the week leading up to the spot. Thereafter, outdoor, social posts and local activations – especially in the Green Bay area – will amplify the inspiration.

“We are excited to show how Jordan is inspiring dreamers to dream fearlessly,” said Elite Media founder and CEO Chris Crawford. “We've created a steady flow of dynamic, culturally relevant, high-impact content all with Jordan at the centre.”