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'I see it as being an opportunity for them, not a problem,' Eichenbaum said. 'I think we're kind of good either way,' she said.Įichenbaum, meanwhile, figures American Family actually could capitalize on the situation with a clever ad designed to make Wilson more likable to Packers fans. In fact, last July the team announced that American Family had become the 'Official Insurance Company of the Green Bay Packers.'Īmerican Family's headquarters staff obviously will be rooting for the Packers on Sunday, but the company's ranks also include Seahawks fans, Spann said. It provides special bicycles for kids and players to ride from Lambeau Field to the team's practice facility and last year sponsored a new entrance to Lambeau titled the American Family Insurance Gate, complete with a 50-foot-tall replica of the Lombardi Trophy.

He seems like a nice guy, and his one season with the Badgers was outstanding, even with a loss in the Rose Bowl.Īnd as American Family spokeswoman Sandra Spann notes, the firm has Packer connections, too. It's unlikely that even the most fanatic Packer fan would begrudge the Madison insurer its association with Wilson. SNL Financial ranked both American Family and State Farm among the top 10 property-and-casualty insurance advertisers for 2013, though State Farm's spending, $803 million, was more than five times the $144 million American Family laid out. 2 General Motors spent $1.79 billion, according to Kantar Media. advertiser, Procter & Gamble, spent $3.17 billion, while No. Led by its lizard with the British accent, the firm spent $1.17 billion on advertising in 2013, according to research firm SNL Financial.īy way of comparison, the top overall U.S. Geico is the big dog of insurance commercials. It's incredible - from Allstate, all these auto insurance companies, Progressive and Geico. 'If you look at advertising in sports today, try to find something that isn't an insurance company. Steve Eichenbaum, president and creative director at Milwaukee's Eichenbaum & Associates, agreed.

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You've got a lot of insurance companies likely all coming to the same conclusion as they make the analysis of their target audience and how to reach them. 'You've got Peyton Manning for Nationwide. 'It's not just State Farm and AmFam,' Nelson said. Insurance companies are huge advertisers and they view sports as an important way to connect with potential customers, said Dan Nelson Jr., president and CEO of Milwaukee marketing agency Nelson Schmidt Inc. This sort of clash was bound to happen at some point. (Possible hopeful sign: Rodgers' latest spots are killing Wilson's in number of YouTube views.) Rodgers playing for laughs as he gets pumped up with Hans and Franz over the discount double check. So it's the earnest Seahawk delivering an inspirational pep talk about making dreams come true vs. Good enough, but it soon got better: The up-and-coming young star guided his team into the Super Bowl and to victory.īut now American Family, which sells more home and auto insurance in Wisconsin than any other company, finds itself aligned with the leader of the final opponent standing between the Green Bay Packers and a trip to Super Bowl XLIX.Īnd to spice up the mix a bit, Bloomington, Ill.-based competitor State Farm - which is second to American Family in home and auto insurance sales in Wisconsin - is famously connected with Packers quarterback Aaron Rodgers. The Madison-based insurer earlier had made an endorsement deal with Seattle Seahawks quarterback Russell Wilson, formerly of the University of Wisconsin. Last year around this time, American Family struck marketing gold. Who cares if American Family Insurance is a Wisconsin company? Come Sunday, just about everyone in the state will be pulling hard for the flatlanders at State Farm.