Aflac has brought out its signature insurance spokes-fowl for its latest television commercial, ‘Not That Kind.’ In it, the Aflac Duck suddenly appears when he believes policyholders need help, even if they don’t require injury payments.
The 30-second spot 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 in wing to help cover costs resulting from a broken leg, to which the father responds, “Not that kind of break.”
The commercial continues with the 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 the man laid up in bed 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 while he was recovering and couldn’t work.
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 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. The Aflac Duck is showcased through humorous storytelling that shows how Aflac is there when you need us most.”
The advertisement debuts Thursday, March 22, during prime-time television, including during the premiere of ‘Station 19’ on ABC.