Become More Human with Amica

Amica Insurance’s new advertising campaign highlights how empathy and human connection are integral in a world that’s increasingly becoming more digital.

Created in partnership with Mother New York, the campaign is the first expansion of the brand platform Amica introduced last year, Empathy is our best policy.

The 90-second hero film, directed by Diego Contreras of Love Song, shows a series of relatable stories that reflect the busy and very connected state of today’s world: people engrossed in their phones, distracted by the computer at the kitchen table or completing basic transactions without interpersonal communication. Then comes a dramatic pivot that emphasizes moments when a genuine connection with another person is what we really need.

Amica – More Human

Credits

powered by

Agency Mother/New York
Production Company Love Song
Director Diego Contreras

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency Mother/New York
Production Company Love Song
Director Diego Contreras
Executive Creative Director Gustavo Dorietto

Credits powered by

Tory Pachis, SVP, Marketing & Communications, Amica Insurance: “In our line of business, we often interact with customers at key moments in their lives, moments when life is changing or when something has gone wrong, and help is needed. This campaign uniquely positions Amica in the insurance category as a provider who understands and values human relationships. It’s an insurance ad, but it’s also a call for all of us to be more empathetic and human with each other. We hope the message resonates with consumers, and that it signifies the personal, attentive service Amica provides.”

Media by Mother developed the media plan to maintain the campaign's intended impact across various placements or channels. The 15-second, product-specific spots also focus on the importance of key life moments that often prompt insurance conversations.

Gustavo Dorietto, Executive Creative Director, Mother New York: “This campaign makes you look at the world around you and think about what matters most. A little empathy goes a long way to make the world a better place, and that’s how Amica distinguishes itself in the category.”