Green Bay Packers quarterback Jordan Love stars in American Family Insurance’s Life’s Better campaign. (Photo credit: American Family Insurance, used with permission)

American Family Insurance has added Green Bay Packers quarterback Jordan Love to their team as it kicks off its Life’s Better campaign.

Life’s Better, which launched today and runs through the rest of the NFL season, was created with Elite Media and declares American Family Insurance “the protector of dreams” through video, social media and OOH content.

Love’s partnership with American Family Insurance “isn’t coming out of left field” despite being the insurance company’s first brand ambassador from the Packers, said Gati Desai Curtis, president of Elite Media. American Family Insurance has partnered with the team since 2005.

“Jordan was a great example of someone with inspiring dreams and dreaming fearlessly, and was a great addition,” Curtis told Campaign US, explaining that Love’s partnership will extend past the Life’s Better campaign. “He’s younger, he’s one of the hottest quarterbacks right now and he’s active on social media.”

The Life’s Better video teaser starred Love, elementary school students acting as sideline reporters in suits and football pros sporting eye black, bandanas and sweatbands for the Dream Fearlessly Bowl. Love points at viewers, telling them to “dream fearlessly.”

“Kids playing in the video was an organic way of telling viewers to take on that mindset of a kid — that childlike, relentless approach to dreaming,” Curtis said.

American Family Insurance started in 1927 and is the 12th largest property and casualty insurance group in the U.S., ranking 243 on the Fortune 500 list.

“Insurance feels like a necessary but mundane thing everyone has to go through, and a lot of competition advertises the appeal of quickly getting insurance out of the way,” Curtis explained. “But as a brand, we lean into the emotionality of people having dreams they want to protect.”