Amica Insurance, the official jersey sponsor of the NBA's Boston Celtics, just debuts its new national spot "Protect Your Legacy."

It features Celtics forward-guard Jayson Tatum and his mother, Brandy Cole. In 2024, Tatum led his team to a league-best 64 wins and a championship in the NBA Finals.

The “Protect Your Legacy” ad by Mother New York runs through June on paid social and OLV platforms.

The tagline: “We know why you work so hard. So we work harder to protect it.”

“I’m thrilled to partner with Amica given our shared values,” Tatum said. “I really enjoyed working with them to share this important message about protecting what matters. And I’m so glad my mom could be a part of it.”

“Protect Your Legacy“ was directed by Ray Smiling of Division7.

The work is a follow-up to Amica’s “48 Minutes” campaign, which debuted on the opening night of the 2024-2025 season.

Evan Giordano, strategist, Mother New York, told Agency Daily: “Often, athletes are used to draw a parallel between their athletic abilities and the brand they’re working with. Within the insurance brands world, they’ve increasingly become comedic characters. It’s refreshing to see the more intimate and private side of an athlete’s life in the world of advertising.”