Actions Speak Louder Than Words in Latest Installment of Aflac Duck Commercials
COLUMBUS, Ga., Feb. 15 /PRNewswire-FirstCall/ -- Aflac (NYSE: AFL) will
debut its latest commercial today entitled "Broken Leg" during the CBS Evening
In the company's 21st commercial, the always persistent spokesduck is
featured in an expanded role beyond the popular Aflaaaacc quack. The new
television ad is a part of Aflac's new branding initiative developed to better
educate consumers on the products and services offered by the number one
provider of individual health insurance and guaranteed-renewable insurance
(National Underwriter, August 2004).
Instead of boldly proclaiming the company's name as done in previous
commercials, the duck takes a more active part in the latest advertisement
clearly demonstrating the benefits of having Aflac coverage. In the new spot,
viewers will see the Aflac Duck diligently managing the financial
responsibilities of a policyholder who has a broken leg while the injured man
relaxes comfortably nearby.
"We expect that the new commercial will assist us in our efforts to
continually strengthen our brand," said Dan Amos, Chairman and CEO of Aflac.
"We not only want consumers to recognize our name. We want them to identify
Aflac as a resource for maintaining financial control when injuries or
For the past five years, Aflac has had tremendous success in creating
brand recognition with the duck commercials. In a notably brief period of
time, Aflac built a brand awareness campaign that resulted in nine out of 10
people recognizing the name of the Columbus, GA based company.
Although viewers won't hear the duck's usual exclamation, the commercial
keeps with tradition by including the humor that has become expected of the
Aflac ads. The commercial concludes with the well-known fowl chasing a food
deliveryman to his car after overhearing that the delivered food may include
Aflac is the number one provider of guaranteed-renewable insurance in the
United States and Japan. Aflac's innovative products provide protection to
more than 40 million people and go beyond traditional insurance by directly
paying claimants with cash benefits. Aflac's products are primarily sold at
worksites in the United States. In Japan, Aflac is the largest life insurer in
terms of individual insurance policies in force. In January 2005, Aflac was
included in Fortune magazine's list of "The 100 Best Companies to Work for in
America" for the seventh consecutive year. Aflac has also been included in
Forbes magazine's "Platinum 400 List of Best Big Companies in America" for
five consecutive years and in Fortune magazine's listing of "America's Most
Admired Companies" for four consecutive years. Aflac Incorporated is a Fortune
500 company listed on the New York Stock Exchange under the symbol AFL. To
find out more about Aflac, visit aflac.com.