For basketball fans watching Sunday night’s Celtics v Nuggets game, a familiar face appeared off the court – Jayson Tatum, starring in Amica Insurance’s latest national campaign.
The ad, ‘Protect Your Legacy,’ marks Tatum’s first TV commercial alongside his mother, Brandy Cole. As the exclusive auto, home and life insurance partner of the Celtics, Amica uses the spot to draw a connection between Tatum’s relentless drive in basketball and his commitment to protecting the people who matter most.
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The commercial opens with a reporter asking Tatum, “Jayson, you’re on top of the basketball world right now: two gold medals, the record for most points scored in any Game Seven – and you’re just getting started. What keeps you going?”
His answer unfolds through a series of moments that highlight what drives him: his children, his close bond with his mother and the everyday joys of family life. In one scene, he and Brandy share playful banter, their connection evident as they react to his baby’s coos coming through a baby monitor.
As the ad draws to a close, Tatum finally answers the reporter’s question: “Knowing who I do it for.”
The campaign, created by Mother New York and directed by Ray Smiling of Division7, highlights Tatum’s journey beyond basketball, not just as an athlete but as a son and a father, with his mother playing a key role in shaping his story.
“I’m thrilled to partner with Amica, given our shared values,” said Tatum. “I really enjoyed working with them to share this important message about protecting what matters and I’m so glad my mom could be a part of it.”
“We’re excited to partner with Jayson for our newest advertising campaign,” said Tory Pachis, executive vice-president and chief growth and marketing officer at Amica. “We admire his dedication to excellence, his involvement with the community and his devotion to family. His story is one of relentless work ethic, teamwork and commitment – values we share at Amica.”
‘Protect Your Legacy’ follows Amica’s previous ‘48 Minutes’ campaign, which debuted at the start of the 2024/2025 NBA season, the same night the Celtics raised their record 18th championship banner.
“We wanted to align with someone who shares the same values that drive the Amica brand,” added Trusha Bhatt, strategist at Mother New York. “Having witnessed the incredible bond between Jayson and his mother, Brandy, over the years, we knew there was a wealth of emotion and depth to explore. We’re excited to share a glimpse of that with the world.”
The ‘Protect Your Legacy’ campaign aired nationally during the Celtics v Nuggets game and continues across TV and OTT.
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