American Family Insurance has released the latest commercial in its “Life’s Better” campaign. Called “Blackout,” the spot features an all-Hispanic cast and is timed to the September start of Hispanic Heritage Month.     

“As a brand, we are always looking for nuanced ways to engage our key growth audiences, beyond casting, throughout the year as a key element of our campaigns,” said Sherina Smith, chief marketing officer at American Family Insurance. “In Blackout, we leveraged music and instrumentation to take a beloved classic and allow it to resonate more deeply with an Hispanic audience.”   

The new commercial was inspired by the shared experience of moving to a new home. A move can be particularly worrisome and stressful and in this instance, it takes place during a thunderstorm and power outage.  

Front and center in the ad is the company’s sheltering red roof logo, signaling that families can be confident that the insurer will protect and (if necessary) restore their dreams, many of which begin with their home--typically one of the largest made in a lifetime.    

The spot was created by Elite Media, American Family’s creative agency partner, and will air locally and online beginning this week.   

Since the “Life’s Better" campaign debuted last year, it has helped drive ad recognition and brand linkage significantly and was named an EFFIE Winner in the multicultural category earlier this year.