American Family Insurance Campaign Wants You to 'Dream Fearlessly'

For more than a decade, American Family Insurance has been bucking the category trend of employing humour, gimmicks and assorted other advertising tropes in favour of demonstrating that American Family understands the role that insurance plays in helping people to feel safe and protected so they can realise their dreams. “Insure carefully. Dream fearlessly.” has cemented American Family’s relationship with its customers, while driving brand awareness, recognition and sales results.

Now the brand is looking to further deepen these ties with the launch of a new branded entertainment content series. Called 'Dream Fearlessly', the five-episode series tells a generational narrative that demonstrates how American Family Insurance can be a trusted partner for both today’s realities and tomorrow’s ambitions. Legacy is the operational word, as American Family presents a narrative spanning three generations to prove that protection is not only about safeguarding things, but about nurturing the people we love and the futures we chase.

The narrative unfolds over a series of five episodic films that will live on YouTube beginning November 17th. The episodes include:

'Legacy' - A father steals extra moments with his kids across decades, proving that big dreams are built in small, everyday moments.

'Home Team' - The father’s daughter, now grown, balances parenting and work while making space for her son’s big ideas

'Go to Sleep' - The daughter’s children whisper about futures in the dark, sparking imagination and possibility

'Generations' - The son, whom we originally met in 'Legacy' is now a father, protecting his toddler in real time and watching his first dreams take shape

'A Dream of Next' - Brings all of these stories together with a wider cultural lens, showing legacy, resilience, and the enduring American Dream

Together, 'The Dream Fearlessly series' shows how when we dream, we do not just dream for ourselves–we dream for everyone who comes next.

Commenting on the new storytelling approach, Sherina Smith, CMO at American Family Insurance, said, “American Family Insurance is more than a protector of what people own. We are a partner in the dreams and futures they build. With the ‘Dream Fearlessly’ series, we deepen the emotional resonance of protection, spotlighting the heart of our brand and inviting people to dream fearlessly. Building on our legacy of trust and longevity, it positions American Family as the brand that safeguards what matters today while fuelling ambition for tomorrow.”

Beginning November 17th, audiences will be introduced to the 'Dream Fearlessly Series' through trailers across paid social and OLV, which drive them to view the full series on YouTube.

The ‘Dream Fearlessly’ series was created by Elite Media, American Family’s creative agency partner. “Part of the reason we went beyond traditional ad units in favour of longer films was to put our collective humanity on full display in this series.” said Jindai Joseph, executive creative director at Elite Media. “By sharing these stories, the brand hopes to empower people to celebrate the small moments of dream achievement–both personal and generational–in their own lives. ‘The Dream Fearlessly’ series highlights the beauty of what we share and the power of the dreams that American Family Insurance protects.”