American Family Insurance and The Scott Brothers Appeal to New Homeowners in Latest Campaign

The dream of homeownership has become more urgent as home has become the central hub in all of our lives throughout the pandemic. The US housing market is the hottest it’s been, with more existing homes being sold in 2020 than in any year since 2006*, and many aspiring first-time homeowners searching for a new place to call home.

That’s why American Family Insurance, which offers many lines of insurance, is honing in on home in a recent campaign featuring real estate and renovation TV personalities, and newly minted American Family Insurance brand ambassadors as of 2021, Drew and Jonathan Scott. The campaign is rooted in the idea that buying a home is the start of realising bigger dreams with your family, and American Family knows every dream needs a little support to help protect it.

The Scott brothers are the perfect spokespeople to take the screen. The cohesive campaign sees the duo providing tips and trick for making a house a home, geared towards the many first-time homeowners just settling in and tackling renovation projects—perhaps even inspired by HGTV.

Have a look:

Dreams

Renovation

Home Style

“With so many people working hard to realise their dream of homeownership, we want people to know American Family Insurance is here to help them protect it. Working with the Scott brothers to show our commitment to championing people’s dreams was a natural fit. We are both dedicated to inspiring, protecting and restoring dreams, and believe that any dream is achievable with the right support,” said Sherina Smith, marketing vice president at American Family Insurance. “This led us to create innovative content that not only adds utility and value to our customers’ lives, but also gives them inspiration and encouragement as they turn their first home into their dream home.”

American Family’s dedicated homeowners insurance campaign was created with BBDO NY and includes TV, social, digital, radio and a brand new HGTV media partnership. It also includes exclusive category partnerships with online realty marketplace Zillow and DIY website Lifehacker.com, which has launched a new platform dedicated to home improvement projects.