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American Family Insurance Visits the National Parks

Written by Michele Wilmonen. Posted in Advertising, Research Last Updated: 11/24/2012

An American Family Insurance family takes a road trip protected by their insurance coverage.


The commercial goes through almost a home video of the announcer talking, his son and his grandson and all the national parks they have travelled to. It also shows all the stops and troubles they have had out on the road.

Announcer: It began as a promise, “Son, were going on a road trip.” That promise has lasted over 30 years. Our dream is to visit every national park in America. It’s been thousands of miles, countless bumps along the way. But we’ll just keep moving on, pursuing this amazing dream.

The American Family Insurance logo shows up on screen, followed by “Protects what matters most” under the American Family red roof symbol, and “Your dream is out there” also under the red American Family roof.

Commercial closes with the American Family Insurance logo on the screen again, the company website as well as the changing text of “auto”, “24/7 Claims Service, and Emergency Roadside Service.

Point of this American Family Commercial

American Family Insurance is not only highlighting an example of a possible American Family Insurance client, they are also making a point about the extent of their insurance coverage. With the example being a family driving all over the country, American Family is showing that you are protected under their coverage no matter how far away from home you drive.

What American Family Insurance Wants You to Do

First, American Family Insurance wants you to trust that they will be there for you for all your claims and road assistance troubles. They want you to have a feeling of security and freedom in knowing that they will be there for you if you ever do get in trouble while pursuing these “dreams”.

Second, they want you to visit their website. They make no other mention of how to contact them; which was most likely done on purpose. By not giving you a bunch of ways to contact them you don’t feel the pressure of the sale. They instead are quietly leaving you with the feeling that you can contact them when you need them and not that they are just trying to sell you insurance.

My Thoughts on the American Family Insurnace Commercial

I like the quiet simplicity of this insurance commercial. Normally I lean towards the funnier commercials, but the lack of sales pressure combined with the emotional factor of family men spending time with each other hit a chord with me.

Giving this American Family Insurance commercial two thumbs up.

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Michele Wilmonen

Michele's first introduction to insurance was working for a major insurance company as a file clerk and a mailroom supervisor in a regional office. She learned insurance directly from underwriters and claims adjusters from questions and also watching them do their job. Since then, she's earned a number of insurance certifications from the Insurance Institute of America and also a Bachelor’s degree from the University of Idaho. She blogs at Car Insurance Guidebook.

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