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In a commercial for American Family Insurance, Jennifer Hudson surprises aspiring musician Alex Guthrie as he performs a cover of Bill Withers' Lovely Day on the streets of Atlanta' Woodruff Park. The commercial, created by BBDO New York, is part of the insurance company's Insure Carefully, Dream Fearlessly campaign, which aims to showcase that any dream is achievable with the right support. In the ad, Hudson joins Guthrie in a surprise duet, embodying the campaign's message of empowering individuals to pursue their aspirations.
| Characteristics | Values |
|---|---|
| Name of the singer | Jennifer Hudson |
| Name of the insurance company | American Family Insurance |
| Song | Bill Withers' "Lovely Day" |
| Campaign | "Insure Carefully, Dream Fearlessly" |
| Musician | Alex Guthrie |
| Year | 2015 |
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What You'll Learn
Jennifer Hudson sings a duet with Alex Guthrie
In a heartwarming turn of events, Jennifer Hudson, the singer and actress, surprised aspiring musician Alex Guthrie by joining him in a duet for an American Family Insurance TV commercial. Guthrie, a street musician with dreams of reaching a wider audience, was performing a rendition of Bill Withers' "Lovely Day" in Atlanta's Woodruff Park when Hudson approached and began to sing alongside him. The two harmonized beautifully, creating a magical moment that left Guthrie in shock.
The commercial, titled 'Duet', is part of American Family Insurance's "Insure Carefully, Dream Fearlessly" campaign, which aims to empower people to pursue their dreams fearlessly. This particular spot, created by BBDO New York, showcases the company's philosophy of not just being there when something happens but helping to make things happen for their customers.
Guthrie, who had no idea about Hudson's involvement, later shared that his first instinct was to call his mother. He recalled thinking that an extra was getting very close to him and then realizing, "she sings like Jennifer Hudson. And she is Jennifer Hudson!"
This surprise duet marked a special moment where two talented individuals came together, embodying the power of music to connect and inspire. For Hudson, it was an opportunity to give back and be part of someone else's dream, a role she had previously embraced during the brand's 2015 regional Super Bowl spot. The commercial not only highlighted the importance of chasing one's passions but also showcased the impact of unexpected collaborations.
The collaboration between Jennifer Hudson and Alex Guthrie exemplifies the potential for magic when established artists support aspiring talent. By joining him in song, Hudson not only encouraged Guthrie but also helped amplify his talent to a wider audience, embodying the spirit of the insurance company's campaign: dreaming fearlessly.
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The song is Bill Withers' Lovely Day
In the American Family Insurance commercial, Jennifer Hudson sings Bill Withers' "Lovely Day". The commercial is part of the insurance company's "Insure Carefully, Dream Fearlessly" campaign, which has been running since 2015. The campaign aims to distinguish the brand from its competitors by showcasing its business philosophy of empowering people to make their dreams a reality with the right support.
In the commercial, Hudson surprises aspiring musician Alex Guthrie as he performs a cover of "Lovely Day" on the streets of Atlanta's Woodruff Park. Guthrie, who believed he was performing in a live event for American Family Insurance, was unaware that Hudson would be joining him in a surprise duet. The song "Lovely Day" was originally recorded by Bill Withers and released in 1977. It has since become a well-known and beloved hit.
The concept behind the commercial aligns with Hudson's own aspirations for supporting others in achieving their dreams. In an interview with American Family Insurance, Hudson expressed her emotions about being part of someone's dream: "I felt like I was part of his dream, and I love those moments. I tried not to get emotional in the middle of it because you're a part of someone's dream."
The "Insure Carefully, Dream Fearlessly" campaign features families of colour and multiracial and multiethnic gatherings, emphasising diversity and inclusivity. This particular commercial with Hudson and Guthrie is the fifth piece of work for American Family Insurance by BBDO New York, the creative agency behind the campaign. The agency has successfully conveyed American Family Insurance's unique positioning as a company that helps people make things happen rather than just being there when something happens.
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The commercial is for American Family Insurance
The commercial in question is indeed for American Family Insurance. The insurance company's "Insure Carefully, Dream Fearlessly" campaign has been running since 2015, with the message that any dream is possible with the right support. The commercial features Grammy Award-winning singer and actress Jennifer Hudson surprising aspiring musician Alex Guthrie as he performs a cover of Bill Withers' "Lovely Day" on the streets of Atlanta.
In the commercial, Hudson approaches Guthrie from behind and joins him in singing the 1977 hit, with the two harmonising in a duet. Guthrie is unaware that Hudson is going to join him and is shocked when she does, but he regains his composure and the two finish the song together. This surprise duet is the main feature of the commercial, with the concept of making dreams come true at its heart.
The commercial was created by BBDO New York, the agency's fifth piece of work for American Family Insurance since 2015. The agency has also created spots featuring brand ambassadors such as athletes J.J. Watt and Kevin Durant. The campaign aims to distinguish the brand from its competitors by focusing on making things happen for its customers rather than simply being there when things go wrong.
Hudson's involvement in the campaign is a perfect fit, as she herself made her dream come true and now wants to give back to others who are hoping to do the same. In an interview with American Family Insurance, Hudson said she felt like she was part of Guthrie's dream and that she loves those moments. She also stated that music has the power to connect people and bring the world together, which is what the commercial achieved.
The commercial is a powerful and emotional demonstration of American Family Insurance's brand philosophy and values, with the surprise element of Hudson's appearance adding a memorable and heartwarming touch.
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The campaign is called Insure Carefully, Dream Fearlessly
The campaign is called "Insure Carefully, Dream Fearlessly", and it's certainly an inspiring one. American Family Insurance is encouraging people to pursue their dreams, no matter how big or small, with the right insurance protection. The campaign features Grammy Award-winning singer and actress Jennifer Hudson, who embodies the message of dream fulfilment. In the TV spot, Hudson surprises street musician Alex Guthrie in Atlanta's Woodruff Park, joining him in a duet of Bill Withers' "Lovely Day". Guthrie, who dreams of a wider audience, gets his wish as he harmonises with Hudson, creating a magical moment.
This campaign is a continuation of American Family Insurance's commitment to supporting its customers in achieving their dreams. Telisa Yancy, the company's chief marketing officer, said that their marketing reflects this commitment: "Our marketing is an important reflection of this, and implores people to dream fearlessly, knowing we’re protecting them along the way." This message is further emphasised by Hudson, who shared her own dream come true story: "I’ve been living the dream that I had when I was seven years old, so to be able to help others realise theirs is inspiring."
The campaign is not just about inspiring people to dream big but also about providing the tools and protection to make those dreams a reality. By choosing to focus on inspiring and protecting dreams, American Family Insurance sets itself apart from its competitors. Dwayne Maddox, the company's advertising director, explained their unique positioning: "They’re commoditizing the product, and we’ve chosen to break away from that narrative and focus on our role as a brand that inspires, protects and restores dreams."
The "Insure Carefully, Dream Fearlessly" campaign has been running since 2015, with the 2022 iteration featuring Hudson building on the previous year's Super Bowl ad. The campaign has been a popular and successful one for American Family Insurance, demonstrating that with the right support, any dream is possible. Through this campaign, the company hopes to empower more people to take that leap of faith and pursue their passions.
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The commercial debuted in 2022
The commercial, which is part of the "Insure Carefully, Dream Fearlessly" campaign, debuted in 2022. The campaign has been running since 2015, with American Family Insurance demonstrating that any dream is possible with the right support.
In the commercial, Hudson surprises aspiring musician Alex Guthrie while he performs a cover of Bill Withers' "Lovely Day" on the streets of Atlanta's Woodruff Park. He knew he was performing in a live event for American Family Insurance, but had no idea Hudson was waiting to surprise him.
The campaign film was created by BBDO New York, which has been working with the brand since 2015. The agency's challenge has been to distinguish the brand from its competitors in the insurance space, such as Geico, State Farm, and Allstate. American Family Insurance wants people to fearlessly go for their dreams, and so they helped champion Alex Guthrie's cause with a special surprise.
The commercial debuted on September 1, 2022, and was well-received by audiences and the media. It continued a long-running and popular campaign by bringing back a Super Bowl ad star.
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Frequently asked questions
Jennifer Hudson sings Bill Withers' "Lovely Day" in the American Family Insurance commercial.
The musician singing with Jennifer Hudson is Alex Guthrie, an aspiring musician.
The campaign is called "Insure Carefully, Dream Fearlessly".
