• by Fern Siegel , June 23, 2022

Home ownership is part of the American Dream. And American Family Insurance’s new campaign wants to protect it.

“Move-In Day,” starring HGTV’s Drew and Jonathan Scott (“Celebrity IOU”), pushes the importance of safeguarding your new asset, particularly for first-time millennial buyers. The insurer also leverages a sponsorship with the show.

The spot is here.

The creative shows the Scott brothers moving furniture and other items into a home in covered bubble wrap. Even the SUV. The message to buyers, in the Scott's trademark helpfulness, is that the insurer has their back.

A media partnership with both Discovery Networks and Zillow underscores that theme, which builds on 2021 ads that featured the Scotts.

American Family Insurance owns a Marketplace page on Zillow and showcases its products and services on it.

In addition to HGTV, part of Discovery Networks, other TV media includes local cable TV and national sports programming. Digital video, audio and customized social round out the campaign.

“Working with the Scott brothers to show our commitment to inspiring and protecting dreams is a natural fit. We both believe any dream is achievable with the right support,” Sherina Smith, Chief Marketing Officer, American Family Insurance, told Agency Daily.

“American Family’s partnerships with HGTV and Zillow allow us to educate the audience about relevant topics and highlight our dedication to protecting consumers’ homeownership dreams with our bundle offerings,” she added.

BBDO New York creative roster also includes work for Dunkin’, Fedex, American Red Cross, M&Ms and Foot Locker.