financial services

Aflac Partners With Disney For 'Toy Story 3'


The Aflac duck makes its 50th TV appearance in collaboration with Disney-Pixar.

The commercial is part of Aflac's integrated marketing campaign with Disney-Pixar for "Toy Story 3," which opens June 18. The Columbus, Ga.-based insurer first collaborated with Disney-Pixar a year ago with a TV spot featuring movie characters from "Up."

The new spot features "Toy Story" characters Woody and Buzz Lightyear, who with the duck, are in a daycare center. The narrator talks about how life can be rough from time to time and how Aflac is there to protect you.

The 30-second spot broke nationally on May 17 on network and cable television. The spot will air through late June on network and cable TV including: ABC, CBS, NBC, Food Network, Headline News, Discovery, USA, CNN, and CNBC.

"We will be using social media as a way to promote the partnership and will run the commercial in-cinema, in-lobby at theaters and online beginning May 21 through the end of June," Aflac spokesperson Jon Sullivan tells Marketing Daily. "We are trying to reach families this summer with the family movie that everyone will see. As families see this movie, we want them to be thinking of protecting their family's future with Aflac."



A print ad will appear in the July issue of Parents Magazine with the message: "Even the toughest of us can use a little extra protection."

The campaign also includes a "Toy Story 3"-themed paint scheme for the No. 99 Aflac Ford Fusion for the NASCAR race on June 20 in Sonoma, Calif. A sweepstakes will offer consumers a chance to win a trip to Hollywood, a VIP tour of Walt Disney Studio and a private screening of the winner's favorite Disney-Pixar film.

Aflac is also sponsoring People en Espanol's screening of "Toy Story 3" in five key Hispanic markets and hosting a special screening of "Toy Story 3" for the children at the Aflac Cancer Center in Atlanta.

The new spot is "one of more than 40 components of Wingspan," which is "designed to take the brand ID to the next level and help educate consumers about what it is Aflac does," Sullivan says.

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