It usually takes Aflac two to three months to produce a 30-second spot, but this weekend, they're narrowing that timeline down to 48 hours. Ahead of the Academy of Country Music Awards, the insurer plans to produce a commercial featuring musician Chris Young along with the recipient of the new Aflac Lifting Lives Honor award. The spot, which will also feature Aflac's signature spokesduck, will air during Sunday's event and include footage from the weekend, including the announcement of the Lifting Lives honoree, a person prominent in the music-therapy industry.
Aflac worked with Dick Clark Productions, which produces the ACM Awards, on the new spot.
The new spot is part of a larger strategy recently introduced by Catherine Hernandez-Blades, a four-year veteran of the Columbus, Georgia-based brand who was promoted to chief brand and communications officer and senior VP last October. She's already initiated a review earlier this year of Aflac's creative agency, Publicis, which has held the business for several years.