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By Audrey Kemp, LA Reporter

January 25, 2024 | 3 min read

In an era dominated by technology, the insurance brand seeks to redefine priorities by conveying the significance of human connection.

Amica Insurance, known for its auto, life and home insurance services, has unveiled a compelling creative campaign that encourages consumers to reflect on the importance of genuine human relationships in an increasingly automated and digital age.

The new creative, which comprises the 90-second hero spot ‘More Human’ and two 15-second shorts, ‘Best Friend’ and ‘Together,’ aims to shift the focus from screen-dominated interactions to the fundamental value of personal connections. This campaign builds upon Amica’s existing brand platform introduced last year, themed around the idea that ‘Empathy is our best policy.’

The hero film, ‘More Human,’ directed by Diego Contreras of Love Song, made its debut this week. The narrative unfolds through a series of scenes depicting the frenetic and interconnected nature of today’s society, portraying individuals absorbed in their digital devices or engaging in transactional interactions devoid of genuine human contact. The pivotal moment in the filma head-on collision between two vehicles – underscores the significance of one-on-one compassion and empathy.

Tory Pachis, senior vice-president of marketing and communications at Amica Insurance, commented: “In our line of business, we often interact with customers at key moments in their lives – moments when life is changing or when something has gone wrong and help is needed. This campaign uniquely positions Amica in the insurance category as a provider who understands and values human relationships. It’s an insurance ad, but it’s also a call for all of us to be more empathetic and human with each other.”

The work also includes five cleverly placed Easter eggs placed throughout the trio of ads, designed to spark dialogue among consumers on social media. Examples include the incorporation of the founding year of Amica in a house during a food delivery scene and the founder’s last name becoming the name of a supermarket, ‘AT Vigneron.’

Mother New York led the creative and media plan for the campaign, spanning various channels such as broadcast, linear, paid social and programmatic digital.

“This campaign makes you look at the world around you and think about what matters most,” added Gustavo Dorietto, executive creative director at Mother New York. “A little empathy goes a long way to make the world a better place and that’s how Amica distinguishes itself in the category.”

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