After being bonked by soccer balls, swatted with logs, plunged into the Grand Canyon, and singed on a barbecue grill, the Aflac Duck is facing what millions of Americans experience every year—a debilitating injury. In a new series of television commercials that debuted during college football’s national BCS Championship game, it was revealed that the daredevil of barnyard animals – just like anyone else – is vulnerable to an unexpected injury.
Aflac spokesperson Jon Sullivan tells RBR-TVBR the effort is going to run primetime on all the networks (ABC, FOX, CBS, NBC). It will also run in late night, and mornings and on a variety of cable networks as well (USA, TNT, CNN, to name a few).
The fully integrated campaign also includes substantial online and print advertising and features an interactive social media component enabling consumers to send an online get well card or e-Card to the Aflac Duck via the Duck’s Facebook page or at GetWellDuck.com.
This fresh creative begins with a commercial titled Press Conference in which a “doctor” discusses an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing. The campaign demonstrates the challenges that everyday American’s can face when an unexpected accident or illness causes them to miss work. Only this time, it is the iconic Aflac Duck who will provide a first-hand perspective as a policyholder; while shedding light on how Aflac’s insurance policies can help protect families against common, but unexpected setbacks.
“Our plan is to leverage the incredible awareness and likeability that the Aflac Duck has amassed over the past 12 years to connect with consumers in a personal way that will both entertain and inform,” Aflac Executive Vice President and Chief Marketing and Sales Officer Michael Zuna said. “The new commercials will make viewers laugh, but they have a very serious message; if the Aflac Duck can get hurt, anyone can get hurt. And that’s why everyone needs Aflac.”