• by Fern Siegel , January 25, 2024

Amica Insurance is selling something more than policies. It's packaging empathy.

The latest campaign for the insurer is the first expansion of the brand platform the company introduced last year: “Empathy is our best policy.”

The work was created by Mother New York. There is a 15-second and 90-second spot, directed by Diego Contreras of Love Song.

The ads show a relaxed retired couple, as well as busy people engrossed in daily life and stress. Then comes a dramatic pivot that emphasizes moments when a genuine connection with another person is needed.

Media by Mother developed the media plan. The cross-platform push includes broadcast/linear, paid social (Meta, Pinterest and NextDoor) Roku, Amazon, Spotify, Pandora and programmatic digital partners. Display assets were also created, including testimonials from real people about their experience with the insurer.

In addition, five Amica-related Easter eggs were placed across the various ads, which the company hopes will inspire some interaction on social media.

Gustavo Dorietto, executive creative director, Mother New York, said: “This campaign makes you look at the world around you and think about what matters most. A little empathy goes a long way to make the world a better place, and that’s how Amica distinguishes itself in the category.”

Mother, an independent agency, has offices in London, New York, Los Angeles, Shanghai and Berlin. Clients include Dave & Buster, Target and Panera in New York.