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Aflac Aims to Keep America Quacking

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Aflac has brought football coach Nick Saban back to help it explain what its products do — and to assure consumers that it’s the same old Aflac.

The Columbus, Georgia-based insurer started airing the new “Go Time” commercial last week, during a National Football League game between the Kansas City Chiefs and the Houston Texans.


The ad features the Aflac Duck as well as Saban, who has been the coach of the University of Alabama’s Crimson Tide since 2007.

Valencia Mitchell, an Aflac vice president, said in a comment about Aflac’s new ad that the ad is designed to create a sense of familiarity, as Americans continue to cope with the COVID-19 pandemic.

“The pandemic has created a new normal for Americans, and sports are no exception,” Mitchell said in the comment, which was included in the campaign announcement. “This campaign gives consumers seeking refuge from real challenges a taste of fall football by taking them inside the ‘Aflac program.’ At the same time, it give us a unique opportunity to show cash-strapped consumers that during difficult times our policies can have more value than ever.”

The new campaign includes two TV commercials. It’s a sequel to a campaign Aflac ran in 2019.

In the first ad, Saban meets with workers who are standing outside. Saban gives the workers a quiz, and helped explain that Aflac insurance isn’t.

In the new ad, Saban clarifies what Aflac’s accidental insurance and supplemental health insurance products are by quizzing workers who are  standing outside. One worker ansers that Aflac insurance isn’t health insurance, but that the insurance “can help with expenses health insurance doesn’t cover.”

Dagger, an ad agency, helped Aflac create the campaign.

The first ad will run on ESPN/ABC, on the ACC Network, and with Southeastern Conference football games on CBS, Aflac is also serving as a sponsor of the Southeastern Conference and the SEC Network.

The second ad in the campaign, “Film Room,” will debut later this year, Aflac says.

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