A woman in a kitchen, holding up a check from Aflac A screenshot from the new Aflac “Gratitude” commercial. (Credit: Aflac)

Aflac Inc. is using  a new advertising campaign to communicate the idea that it can help consumers pay big, unexpected medical bills.

The Columbus, Georgia-based insurer started the new “Not Alone” campaign Thursday, during the NFL Draft, with an ad with the title “Gratitude.”

The ad shows consumers facing big out-of-pocket health care expenses, and expressing gratitude that Aflac insurance products are helping them pay the bills.

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A second commercial, which will go on the air in June, shows people talking about concerns about unexpected medical bills, including health-related travel expenses. The Aflac Duck will help the people by bringing them benefits payments.

Aflac is developing the campaign with help from Dagger, an Atlanta-based ad agency.

“The campaign reflects the insurer’s commitment to being there for consumers when help is needed most,” according to an Aflac announcement about the new campaign. “The new campaign focuses on the wide range of emotions Americans experience when they are hit with unexpected health care costs, emphasizing that Aflac helps pay out-of-pocket expenses health insurance does not cover and giving consumers more control over what otherwise might be uncontrollable situations.”

Valencia Mitchell, Aflac’s vice president of brand strategy, insights and advertising, said in a comment about the new campaign that it combines logic and emotion in ways that unite people through shared experiences, thoughts and behaviors.

“That is especially important today, as Americans adapt to new realities caused by COVID-19, which is a reminder that health events can occur with or without warning,” Mitchell said.

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