Aflac launches new campaign


As part of an ongoing strategy to engage business owners and benefits decision-makers, Aflac’s 2009 B2B initiative will include a focus on the construction and education industries, starting with the release of a pair of new national network television ads aimed at employers within the two sectors. The commercials are the latest installment in a series of ads within the "Aflac for Business" campaign designed to showcase how the insurer can help serve as a benefits solution provider for employers at no direct cost to their business.

The new :15 commercials, feature the Aflac Duck communicating directly to business owners. The brand icon uses familiar humorous themes continuing to show up in the unlikeliest places. In the spot titled "Jackhammer," the Aflac Duck can be found busy at work at a construction site. The education ad finds the fowl in an elementary school classroom reciting the alphabet alongside students.

Aflac for Business is a multi-media campaign created by the Kaplan Thaler Group that also features print, radio and online components aimed at business owners across all industries. Aflac will debut the construction television ad during the International Builders’ Show in Las Vegas on January 20; the education spot will premiere on January 22 to students at Dorris Place Elementary school in LA, where the commercial was filmed. The two ads will begin airing on network television 1/23 with Aflac for Business radio ads launching the same day. New print will follow later in the spring.