• by Fern Siegel , October 29, 2024

Amica Insurance has teamed with the Boston Celtics. As the new spot explains: “Amica shows up for New England like New England shows up for the Celtics.”

This campaign announces Amica becoming the Celtics jersey patch partner and exclusive auto, home, and life insurance partner. The point is underscored in the the 60-second spot “Calling New England.”

The work runs on social, digital, and linear within the DMA of the Celtics.

Creative is by Mother New York. The spot was co-directed by Jason Sondock and Simon David of Smuggler. Mother New York and Media by Mother have been the Celtics' integrated AOR since 2022.

Amica, founded in 1907 in Rhode Island, and the Celtics are committed to showing up for their fans and policyholders. Jason Tatum’s participation represents that theme. He famously hates sitting out games.

The spot also includes multiple Easter eggs, including a cameo by Hall of Fame announcer and legendary voice of the Celtics, Mike Gorman, a voiceover by his successor, play-by-play announcer Drew Carter. and public-address announcer Eddie Palladino echoing throughout the spot.

Oriel Davis-Lyons, CCO, Mother New York, said: “This is an incredible moment for the brand. It’s a chance to show just how deep the Amica green goes and how committed the brand is to supporting New England and the Celtics.”

Amica Mutual Insurance became the jersey patch sponsor for the Celtics in July in a multiyear deal, replacing VistaPrint on the front of the team's uniforms every game of the season.

Troy Pachis, SVP, marketing and communications, Amica Insurance added: “That's the true strength of this partnership — united two brands with shared values and deep roots in New England and beyond.”

“Calling New England” is the first element in a campaign that airs all season long.