Like many other foreign-born consumers living in the United States, Hispanics tend to have a strong appreciation of what the “American Dream” represents. Often times coming from difficult situations in their native countries, their past experiences shape how they define the concept. American Family Insurance, in partnership with The San Jose Group (SJG), explores this in its latest Hispanic market advertising campaign, “American Dreams.”
Consisting of television, radio, print and online executions, the campaign utilizes inspirational factors and messaging. “Our research uncovered that the American Dream for foreign-born Hispanics in the United States pertains to a dream being realized, and has a much stronger significance for them than for their American-born counterparts,” said Jim Legg, executive vice president of leadership and innovation at SJG. “Being able to work, provide for their family, give their children a good education and having opportunities is their interpretation of the American Dream.”
The foundation of the campaign is that all things are possible for those who dream. The creative focuses on a father and his teenage son, who dreams about the excitement and glory of being a racecar driver. In the different executions, the father brings his son back to reality while an American Family Insurance agent conveys the message that the company offers protection for every family’s dreams.
“The campaign ties together the possibility for prosperity, and how American Family Insurance is an avid supporter of dreams and protecting them with our policies and services,” said Telisa Yancy, advertising director at American Family Insurance. “One example highlighted in the creative is our Teen Safe Driver program, which can help reduce risky teenage driving behavior by up to 70 percent.”
To view the “American Dreams” campaign TV spots, “El Soñador” and “Joven Conductor,” please click on the hyperlinks below: