In New Ad, the Aflac Duck Uses Humor to Show How Aflac Is There When You Need It Most … and Even When You Don't

Staff Report From Columbus CEO

Monday, March 26th, 2018

Aflac, the leader in voluntary insurance sales at U.S. worksites, announced the launch of its newest television commercial, "Not That Kind," in which the Aflac Duck suddenly appears when he believes policyholders need help. The advertisement debuts Thursday, March 22, during prime-time television, including during the premiere of "Station 19," which airs at 9 p.m. EDT on ABC.

Developed in partnership with Publicis Seattle, "Not That Kind" is the first Aflac television commercial produced by Aflac Senior Vice President, Chief Brand and Communications Officer Catherine Hernandez-Blades, who oversees brand strategy, advertising, communications and the company's award-winning corporate social responsibility program.

"For nearly two decades, the Aflac Duck has been and remains the public face of Aflac's commitment to people and community," Hernandez-Blades said. "This commercial demonstrates Aflac's heart through the types of moments to which all of us can relate. In 'Not That Kind,' the Aflac Duck is showcased through humorous storytelling that shows how Aflac is there when you need us most."

"Not That Kind" opens with a father giving a pep talk to his daughter before her dance recital, encouraging her to "break a leg." The Aflac Duck appears with cash to help cover costs resulting from a broken leg, to which the father responds, "Not that kind of break."

The commercial continues with our dad and his friend playing video games. When one of the friends loses the game, his friend responds, "That had to hurt." The Aflac Duck again appears with cash, and the policyholder responds, "Not that kind of hurt." The commercial concludes with our dad with a real broken leg talking about how Aflac's One Day Pay program paid cash fast after he broke a leg, helping him cover his car and mortgage payments when he was recovering and couldn't work.

"It's no secret that when it comes to insurance, things can get confusing," Hernandez-Blades added. "But what is crystal clear is that when a policyholder is injured or sick, Aflac and the Aflac Duck are there to help consumers protect themselves and their families from life's unexpected turns."