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American Family Insurance utilizing local TV ads during Super Bowl


MADISON, WI (WTAQ) - American Family Insurance of Madison will make its presence known during Sunday’s Super Bowl TV broadcast – and they won’t have to spend $3.5 million an ad.

That’s the going rate for the national 30 second commercials in the game between San Francisco and Baltimore.

Instead, American Family will tell its story during local ad breaks in 50 media markets – including Madison, Milwaukee, Green Bay, La Crosse, and Wausau. The ad uses regional celebrities to highlight its marketing theme of protecting people’s dreams.

American Family says it’s especially proud of having ex-Badgers’ quarterback Russell Wilson in the ads. He went on to star in the NFL during his rookie year. And in the process, American Family CEO Jack Salzwedel said Wilson had big dreams come true without letting obstacles get in the way.

The ads also feature Madison PGA golfer Steve Stricker, former UW and Olympic women’s hockey goaltender Jessie Vetter, and last year’s “American Idol” winner Phil Phillips.