New Amica Campaign With Celtics Superstar Jayson Tatum Highlights the Importance of Preparation, Both on and off the Court

The new campaign draws parallels between the defense Tatum brings to the court and the protection Amica offers its policyholders

LINCOLN, R.I.--(BUSINESS WIRE)--Amica Mutual Insurance Company launched its latest brand campaign featuring Boston Celtics basketball superstar Jayson Tatum. Amica’s third campaign with Tatum shows how preparation is key to handling the unexpected, drawing a connection between a strong defense on the court and Amica’s commitment to provide the best protection for its policyholders.

Tatum, known as a versatile defender, shows that good defense is proactive, not reactive. It requires careful preparation and understanding of what could happen next. Amica takes the same approach by anticipating its customers’ needs, creating a plan to fit those needs and helping them prepare for the unexpected.

“At Amica, we give policyholders the tools they need to protect what matters most, helping provide peace of mind,” said Ted Shallcross, Amica Chairman, President and CEO. “Jayson shares our belief in the importance of preparation, making him a natural partner for this campaign.”

The campaign, developed in partnership with creative agency Mother New York, brings these parallels to life through visual storytelling, showing Tatum's defensive preparation alongside an Amica representative helping a family prepare for the unexpected. The result is a creative expression of a shared belief: The best defense is the one you prepare and plan for.

“Whether it’s defending the court or protecting what matters most, the best defense is built long before you need it,” said Tory Pachis, Chief Growth & Marketing Officer at Amica. “Thoughtful preparation is at the heart of what Jayson brings to the game and what Amica brings to our customers every day. This campaign brings that connection to life by showing that proactive preparation can make all the difference when the unexpected happens.”

The campaign began airing nationwide on Oct. 20 across television, streaming and digital channels. To view the spot, visit http://www.amica.com/landing-page/jayson-tatum.

About Amica
Founded in 1907, Amica Mutual Insurance Company is headquartered in Lincoln, Rhode Island, and is the oldest mutual automobile insurer in the United States, offering auto, home, life and umbrella insurance policies nationwide. With $6.3 billion in assets and over 3,500 employees, Amica creates peace of mind and builds enduring relationships with its customers across the country, protecting what’s most important to them.

Amica’s award-winning customer service is rooted in empathy and compassion. The company has been recognized as #1 for Home Insurance Claims Satisfaction and Auto Insurance Customer Satisfaction in the New England Region by JD Power. Amica has also been named one of America’s Best Insurance Companies by Forbes for six consecutive years and holds an A+ rating for financial stability from AM Best. For JD Power 2026 award information, visit jdpower.com/awards.