Amica Mutual Insurance Company recently launched its latest integrated brand campaign, Every Policy Tells a Story, an emotionally driven platform rooted in the company’s long-standing belief that insurance goes far beyond the policy itself; it’s about the people those policies help to protect.
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Amica – Every Policy Tells a Story Campaign
The campaign, developed in partnership with Amica’s creative agency, Mother New York, brings the company’s empathy-first philosophy to life by illustrating how its relationships with customers evolve through life’s biggest milestones, unexpected moments and ever-changing needs. Through authentic, human-centric storytelling, Every Policy Tells a Story reflects Amica’s continued investment in its long-standing values of compassion, trust and exceptional customer service.
Mother approached the work by using the familiar structure of insurance forms as a distinctive creative device, allowing the product itself to illuminate the lives, milestones and memories behind each policy. “The visual language of insurance forms felt like a very ownable place to play within the category,” said Inna Kofman, Creative Director at Mother. “There’s something really poignant about juxtaposing technical language with the beauty of the life unfolding behind it.”
“Behind every policy is a person or family with a story worth protecting,” said Ted Shallcross III, President, CEO and Chair of the Board at Amica. “Our customers stay with us an average of 18 years, more than three times longer than the industry average. That kind of loyalty is earned over time by consistently showing up when people need us most. This campaign does an incredible job of capturing trust we’ve built across generations and reminds us why the work we do everyday matters.”
The ad campaign features four :30 creative spots:
- Brand Anthem: A wide-ranging snapshot of the many chapters in life, showing how Amica is there through changing seasons, milestones and generations, reinforcing that every policy represents a story worth protecting.
- Auto: Follows the evolution of a driver’s journey, highlighting the confidence and care that come from having a trusted insurance partner by your side through every mile.
- Home: Celebrates the memories made inside a home, illustrating how Amica helps protect not just the house, but the lives built within it.
- Life: Reflects on the importance of protecting loved ones while planning for the future, emphasizing the lasting impact of life insurance across generations.
“Empathy has always been at the heart of the Amica brand, and this campaign brings that promise to life,” said Tory Pachis, Chief Marketing Officer at Amica. “It pulls on the heartstrings. Rather than focusing solely on insurance products, these stories celebrate the people behind the policies, and they are very relatable scenarios for our customers. Our hope is that viewers see themselves reflected in these moments and understand that choosing Amica means choosing a company that will be there to support you through every stage of life.”
This creative approach also reflects the campaign’s effort to stand apart in a category often defined by humor, mascots or product abstraction. “There are whole lives playing out behind every line of an insurance policy, so we let the product itself tell the stories,” said Nico Baumann, Creative Director at Mother. “In a category that often relies on mascots and punchlines over the real-life benefits of the product, it felt like the most powerful thing we could do.”
The campaign began airing nationwide on Monday, Aug. 3, across television, streaming and digital channels. To view the spots, click here.
About Amica
Founded in 1907, Amica Mutual Insurance Company is headquartered in Lincoln, Rhode Island, and is the oldest mutual automobile insurer in the United States, offering auto, home, life and umbrella insurance policies nationwide. With $6.3 billion in assets and over 3,500 employees, Amica creates peace of mind and builds enduring relationships with its customers across the country, protecting what’s most important to them.
Amica’s award-winning customer service is rooted in empathy and compassion. The company has been recognized with more than 67 JD Power awards, including #1 rankings in customer satisfaction among homeowners and rental insurance providers in 2025. Amica has also been named one of America’s Best Insurance Companies by Forbes for five consecutive years and holds an A+ rating for financial stability from AM Best.
Learn more at Amica.com.
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