Amica Insurance Launches "Back to Zero" Campaign Celebrating Jayson Tatum's Comeback
SPORTS
Amica celebrates Jayson Tatum’s road to recovery with new ad campaign, ‘Back to Zero’.
Amica Insurance has launched a new advertising campaign centered on Boston Celtics star Jayson Tatum's recovery from a May 2025 injury. The "Back to Zero" campaign connects Tatum's comeback journey to Amica's commitment to helping customers rebuild after setbacks.
The multifaceted campaign includes out-of-home placements throughout the Greater Boston area, social media promotions, and a hero video that launched during the Celtics-Lakers game on NBC. The campaign title references both Tatum's iconic jersey number and the concept of starting over after a loss.
Campaign Strategy and Creative Approach
The hero video combines moments from Tatum's recovery process, including scenes with his mother Brandy Cole and trainer Nick Sang, building toward a countdown to his return to the court. The creative approach aims to rally basketball fans across the country while drawing parallels between athletic recovery and Amica's role in helping customers recover from life's unexpected events.
"For me, getting back to zero was about trusting the process and leaning on the people who supported me every step of the way," said Tatum, an Amica brand partner. "I'm grateful to Amica for standing with me through the recovery, and for celebrating what it means to make a comeback."
The campaign positions Tatum's individual journey as representative of broader themes of perseverance and support systems, concepts Amica aims to connect with its insurance services.
Fan Engagement Component
Beyond traditional advertising, Amica is launching large-scale fan activations through social media designed to engage not just Celtics fans but sports fans nationally. The "Back to Zero" activation invites fans to show support by sharing creative displays of the number "0" on social media and in their communities.
This participatory element transforms the campaign from one-way brand messaging into an opportunity for fan expression and community building around Tatum's comeback narrative.
Brand Alignment and Messaging
"Jayson's recovery is about more than basketball. It's about the individual perseverance and support that go into bouncing back from any setback life throws at us," said Amica President and CEO Ted Shallcross. "That mindset aligns closely with how Amica shows up for our customers every day. We're proud to stand alongside Jayson and invite fans everywhere to be part of his return."
The campaign marks a strategic effort by Amica to position insurance not merely as financial protection but as a partner in recovery and rebuilding, themes that resonate emotionally beyond traditional insurance messaging.
Amica's Market Position
Founded in 1907, Amica Mutual Insurance Company is the oldest mutual automobile insurer in the United States, offering auto, home, life, and umbrella insurance policies nationwide. The Lincoln, Rhode Island-based company has $5.9 billion in assets and employs over 3,500 people.
Amica has built its reputation on customer service, earning more than 65 J.D. Power awards, including top rankings in customer satisfaction among homeowners and rental insurance providers in 2025. The company has been named one of America's Best Insurance Companies by Forbes for five consecutive years and holds an A+ rating for financial stability from AM Best.
Celebrity Partnership Strategy
The partnership with Tatum represents Amica's ongoing strategy of aligning with high-profile athletes whose personal narratives can reinforce brand values. By centering the campaign on Tatum's actual injury and recovery rather than generic endorsement content, Amica creates authentic storytelling that connects insurance services with real-life adversity and resilience.
The timing of the campaign, launching as Tatum works toward returning to play, creates natural momentum and news value while giving fans a reason to engage with the brand during an emotionally charged moment in the athlete's career.
Campaign Distribution and Reach
The campaign's multi-channel approach spans traditional and digital media. Out-of-home placements in Greater Boston target Celtics fans in Tatum's home market, while national television placement during a high-profile Lakers game extends reach beyond regional audiences. Social media activations allow for scalable, user-generated content that can amplify the campaign organically.
For more information about the "Back to Zero" campaign, visit Amica.com or follow Amica on social media platforms where the fan activation is underway.