Tonight, as the Boston Celtics raise their record 18th championship banner, Amica Insurance makes its debut as the team’s Official Jersey Patch Partner and Exclusive Auto, Home, and Life Insurance Partner. To celebrate, Amica has launched an inspiring new campaign featuring Celtics superstar Jayson Tatum, with the message: Amica supports New England as New England supports the Celtics.
The 60-second anthem, produced by Mother New York and co-directed by Jason Sondock and Simon David from Smuggler, highlights the unique bond that brings New Englanders together to cheer for the Boston Celtics during their games. Known for their intense passion, Celtics fans travel from all over the region to support their team.
Founded in Rhode Island in 1907, Amica is a mutual insurer that has received over 60 J.D. Power awards for customer satisfaction, showcasing its commitment to policyholders. This campaign reflects that shared legacy with a powerful anthem that resonates with New Englanders.
Both the Celtics and Amica are dedicated to serving their fans and policyholders. Tatum’s involvement in the campaign reinforces this idea, as he is known for his desire to play every game, understanding the fans come to see him and his teammates. Similarly, Amica strives to be there for its policyholders nationwide.
The film features several Easter eggs, including a cameo by Hall of Fame announcer Mike Gorman, voiceover from his successor Drew Carter, and public-address announcer Eddie Palladino’s voice throughout the spot.
Tory Pachis, SVP of Marketing and Communications at Amica Insurance, stated, “Our customers are our top priority, and delivering world-class service is our driving force. This partnership highlights the shared values and deep roots of both brands in New England. We’re excited to reach more consumers in a dynamic and memorable way.”
This campaign not only introduces Amica to Celtics Nation but also marks an evolution of the brand’s platform, “Empathy Is Our Best Policy™.”
Mother, Amica’s media agency, played a key role in securing the Celtics partnership. Amica sought a transformative and exciting collaboration that would enhance brand visibility among a larger, diverse audience, making the legendary Celtics an ideal choice.
Paul Furia, head of content and creative packaging at Media by Mother, remarked, “From the outset, we knew this had to be more than just a logo on a jersey. With both brands having rich histories in New England, this partnership needed to hold significance for the community and Celtics Nation. We wanted to celebrate that in our first campaign, and including Jayson Tatum has elevated the project. This is just the beginning of how we will deepen our connections with the people we serve through media and content.”
“Calling New England” is the first piece of a campaign that will continue throughout the season, highlighting Amica’s early education initiative in collaboration with the Boston Celtics Shamrock Foundation and its ongoing creative partnership with Tatum.
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