American Family Insurance Receives Gold Award

CHICAGO (April 7, 2011) — American Family Insurance has been honored by the Eighth Annual Service Industry Advertising Awards with a Gold Award for the 30-second English-language spot, “Three Kids,” created by multicultural advertising agency, The San Jose Group. Part of the overall Unique Families campaign, the television execution embraces today’s new markets with global insights that cut across ethnic diversity.

As a reflection of today’s multicultural market, the concept was developed to transcend traditional segmentation and have crossover appeal in order to resonate with Hispanic and general market audiences. “Three Kids” is the second concept The San Jose Group developed that uncovered global truths, and successfully communicated that American Family Insurance understands the insurance needs of individuals and/or families.

The “Three Kids” English and Spanish-language television spots focus on the busy life of the total mom, featuring different scenes driving kids to and from various activities. The universal sentiment in the spot is every mom’s life is hectic, but unique in its own way. American Family Insurance understands that uniqueness, and offers custom insurance policies that fit their needs while making the process easy. 

“Since launch of ‘Three Kids’ and the entire Unique Families campaign, consideration has increased from 29 percent to 36 percent for the brand in the general market, and after testing, the Spanish-language spot was rated 11 percent higher than the U.S. Hispanic standard rating for break through and solid branding,” said Telisa Yancy, advertising director at American Family Insurance. 

To view both “Three Kids” spots, please visit:

The Service Industry Advertising Awards are the only advertising awards that specifically recognize the advertising and marketing efforts of the service industry. 

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