Protect your legacy with Amica
Amica partners with Boston Celtics star Jayson Tatum for Protect Your Legacy brand campaign.
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Amica Insurance, the Exclusive Auto, Home and Life Insurance Partner of the Boston Celtics, has teamed up with JaysonTatum for the brand’s latest national marketing campaign, Protect Your Legacy.
This also marks Jayson Tatum’s first appearance alongside his mother, Brandy Cole, in a TV commercial.
“I’m thrilled to partner with Amica given our shared values,” Tatum said. “I really enjoyed working with them to share this important message about protecting what matters, and I’m so glad my mom could be a part of it.”
“We’re excited to partner with Jayson for our newest advertising campaign,” said Tory Pachis, executive vice president and chief growth and marketing officer at Amica. “We admire his dedication to excellence, his involvement with the community and his devotion to family. His story is one of relentless work ethic, teamwork and commitment, values we share at Amica.”
Credits
powered by
- Agency Mother/New York
- Production Company division7
- Director Ray Smiling
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Credits
powered by
- Agency Mother/New York
- Production Company division7
- Director Ray Smiling
- Talent Jayson Tatum
Credits
powered by
- Agency Mother/New York
- Production Company division7
- Director Ray Smiling
- Talent Jayson Tatum
Protect Your Legacy, directed by Ray Smiling of Division7 highlights how Tatum’s relentless tenacity and commitment on the court also shape his life beyond it, as a father, a son, and someone who understands he’s never alone in his journey.
Both Tatum and Amica go above and beyond to protect family and legacy. Amica reinforces Tatum’s values with one key message: We know why you work so hard. So we work harder to protect it.
“We wanted to align with someone who shares the same values that drive the Amica brand,” said Trusha Bhatt, strategist, Mother New York, Amica’s creative agency. “Having witnessed the incredible bond between Jayson and his mother, Brandy, over the years, we knew there was a wealth of emotion and depth to explore. We're excited to share a glimpse of that with the world.”
Protect Your Legacy is a follow-up to Amica’s 48 Minutes campaign, which debuted on the opening night of the 2024-2025 regular season, the same night the Celtics raised their record 18th championship banner.
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