Leveraging Major League Baseball’s 8 September Hall of Fame induction ceremony honouring for the classes of 2020 and 2021, American Family Insurance launched a commemorative commercial saluting ambassador and first-time Hall Of Fame addition Derek Jeter.
The campaign, created by American Family’s creative agency Elite Media, champions the New York Yankees legend’s accomplishments both on and off the field.
The creative theme is based around the idea that Jeter, a long-time brand ambassador for American Family Insurance, has been inspiring and supporting the dreams of the younger generation and that this aligns with American Family’s mission to inspire, protect and support dreams. ‘After all, a dream is the most valuable thing a person will own.’
The hero spot features Jeter entering a room filled with items and memorabilia marking major milestones in his life: from photos of his mother, father and sister Sharlee, to his best friend Jorge Posada, high school coach, wife and children – and even his nephew who wears his own iconic Number Two. The spot closes with the baseball legend stating: “No one achieves a dream alone. There are the coaches. The teammates. The first ones. The closest ones. These are the people who made it all possible. I guess you can call this my Hall of Fame. With the right support, any dream is possible. With the right support, any dream is possible. American Family Insurance. Insure carefully, dream fearlessly.”
The tribute ad, , which comes in 30-, 15- and 06-second versions, debuted on 8 September during the MLB Hall of Fame induction ceremony telecast and will then continue to run on the MLB network as well as MLB.com.
“The intention of our advertising is to inspire people to reach for their dreams, knowing that along the way, there are people pushing them to pursue their dreams and American Family Insurance is there to support and protect the things that matter most,” explained American Family Marketing VP Sherina Smith.
The campaign was created for American Family Insurance by a team at creative agency Elite Media where the team included Art Director Mohammed Al Saadi, Executive Creative Director Marvette Ellis, Chief Creative Director Chris Crawford, Creative Lead Jindai Joseph, Executive Producer JD Williams and Account Director Charles Hall.
The production company was Search & Destroy with Director Ritesh Gupta and Producer Todd Morris, with offline edit handled by Cut & Run, post production by The Mill and an original music track by Q Department and sound by Sonic Union.
Comment:
After a year-long delay due to the pandemic, the National Baseball Hall of Fame induction ceremony for the Class of 2020 is scheduled for 8 September in Cooperstown, New York and will see the induction of the Class of 2020 including Derek Jeter, Marvin Miller, Ted Simmons and Larry Walker.
The Hall of Fame anticipates a record, Yankee-heavy turnout for the ceremony which will take place on the grounds of the Clark Sports Center (with limited, free seating) and which will be broadcast live exclusively on MLB Network.
The largest crowd ever for the induction was 82,000 in 2007 when Cal Ripken Jr and Tony Gwynn were inducted.
Jeter played his entire 20-year MLB career with the New York Yankees before retiring in 2014 was elected on the first time he was put on the ballot in 2020 with 99.7% of the vote.
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