The news: American Family Insurance debuted three new commercials in its “Life’s Better” campaign, each highlighting themes of family, imagination, and peace of mind, per Little Black Book.

The details: Originally launched in 2023, the campaign is built around the message: “When you feel protected, you can enjoy the dreams you’ve worked for,” using the brand’s red roofline as a symbol of that protection. The new commercials end with the tagline “insure carefully, dream fearlessly” and are playing on TV, radio, and digital media in 19 states, where the insurer does business.

Why ads like this matter: Though the company is a smaller challenger, its campaign is doing the important work of connecting the dots between insurance and its value for potential customers. In a time when consumers fear financial woes more than death itself, life insurers in particular have the burden of helping customers understand how their products can alleviate those financial stresses.