AFLAC "Press Conference"

AFLAC was already one of the most recognizable marketing icons in the US - 96% unaided brand awareness. And believe it or not, that created a problem. While people knew and liked the brand, they had become almost overly familiar with the commercials. As soon as they saw the duck and heard the familiar "AFLAC" they felt they could stop watching. Not that they disliked the duck - it was that they knew that what came next was the same familiar construct. In order to reinvigorate the brand, we had to be disruptive. And so we decided to change the duck's role. Instead of being a spokesperson (of sorts) we would portray him as if he were an injured policyholder.