• by Nina Lentini  @Nina_Lentini, August 16, 2010

With a new 30-second spot, "Spicy," which broke on Monday, Aflac is building on its year-long "Know Quack" effort to build the brand by educating consumers about itself. This time, it calls on one of the hottest TV chefs around, Guy Fieri, to go up against the duck.

Tattooed, bleached spiked hair and all, Fieri is seen barbecuing for guests when the duck burns his mouth on a hot pepper, accidentally steps on the grill and heads off down the picnic table to get some water. All the while, Fieri explains how Aflac pays policyholders (his own hair stylist is one, we hear) cash for the things major medical insurance doesn't cover -- like rent, car payments and groceries.

Fieri is the host of NBC's "Minute to Win It" and Food Network's "Guy's Big Bite" and "Diners, Drive-ins and Dives."

Jeff Charney, Aflac SVP and CMO, tells Marketing Daily that Fieri was chosen because the company "wanted to be really relevant and he is at the top of his career. He's got a great likeability factor. And he's an 'everyman' that's not really an 'everyman.' Plus, he relates to everybody -- my kids, my grandmother, men and women."

"Spicy" will air through November on various broadcast and cable television networks.

The spot focuses on BBQ because it represents the ongoing summer season as well as the beginning of college football season. It follows a pattern that began with "Snowboard," which appeared during the Winter Olympics, followed by "Toy Story" that appeared in May when "Toy Story 3" debuted and a soccer-related theme during the World Cup. Charney is mum on plans for the holiday season.

At 42, Fieri is in the middle of Aflac's target demographic of 25-54.

"Having the duck and a person talk about the brand versus having an announcer talk to the camera made people understand [our message] a little bit better," says Charney. "And not in a sales way but in a fun, part-of-the-action way versus being a corporate shill.

"The duck and Guy are both disruptive characters -- in a good way," he says, adding, "We wanted to out-create the competition versus outspend them."