American Family Insurance connects with Marvel Studio’s Captain America: Brave New World–which hits theaters this week (2/14)–on a campaign which reflects the parallels between the insurance company’s Red Roofline and Captain America’s iconic shield as trusted symbols of protection.
This :45 cinema ad features original footage with Anthony Mackie as Captain America in an action-packed sequence that concludes at a family’s home. Introduced by American Family Insurance’s distinctive musical jingle, we hear a voiceover reminding viewers “Life’s better when you’re under our roof because we help protect your dreams.” As Captain America checks on the family, their son remarks, “I like your shield.” Captain America looks upward to the red roof and responds, “I like yours, too.” The ad ends with the company logo and its long-running tagline, “Insure carefully, dream fearlessly.”
The :45 cinema spot and :30 TV version were directed by Anthony Leonardi III via production house Eleanor for ad agency Elite Media.
Credits
Clients American Family Insurance, Marvel Agency Elite Media Chris Crawford, chief creative officer; Jindai Joseph, executive creative lead; Gati Curtis, president; Adam Glickman, Craig Feigen, creative directors; Emilio Ayala, Mo Alsadi, art directors. Production Company Eleanor Anthony Leonardi III, director; Sophie Gold, president; Rochelle Savory, head of production; Nathaniel Greene, Russ Lemkin, producers; Sarah McColgan, DP. Editorial The Den Christjan Jordan, editor; Jesse Richard, assistant editor; Lucia Villalta, prdoucer; Jennifer Mersis, exec producer. VFX The Mill Gavin Wellsman, executive creative director; Nhat Tran, creative director; Ruairi Twohig, Eva-Maria Kuehlmann, VFX supervisors; Chris Connolly, sr. exec producer.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
