Aflac has aired four Spanish television commercials to date, but they were adaptations of the company's popular English language commercials. "Heights" is Aflac's first commercial designed from the ground up with the Hispanic audience in mind.
"We continue to see an upward trend in the number of policyholders and interest in supplemental benefits from the Hispanic market," said Michael Zuna, executive vice president and chief marketing officer at Aflac. "Aflac understands that the Hispanic audience has different needs, different priorities and a slightly different way of communicating. In our new campaign, we're speaking directly to this important market with messaging they can more easily relate to rather than just translating our English campaigns into their language."
In "Heights," the Aflac Duck appears alongside two window-washers on a scaffold many stories above the ground. When the scaffold shakes and one of the workers says, "You know what? Sometimes I get scared," the audience likely thinks the two workers are afraid of heights. Yet, the conversation continues and viewers learn that the men are really afraid of unexpected medical bills that could affect their family's savings and future plans.
The commercial reinforces the theme of "protecting your plans" as the two characters discuss what's most important to them – their families – and how Aflac can help if they are unexpectedly sick or hurt.
In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
To learn more about Aflac, visit aflac.com or espanol.aflac.com.
When a policyholder gets sick or hurt, Aflac pays cash benefits fast. For nearly six decades, Aflac insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. In the United States, Aflac is the leading provider of voluntary insurance at the worksite. In Japan, Aflac is the number one life insurance company in terms of individual policies in force. Aflac individual and group insurance products help provide protection to more than 50 million people worldwide. For eight consecutive years, Aflac has been recognized by Ethisphere magazine as one of the World's Most Ethical Companies. In 2014, Fortune magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the 16th consecutive year. Also, in 2014, Fortune magazine included Aflac on its list of Most Admired Companies for the 13th time, ranking the company number one in the life and health insurance category. 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 or espanol.aflac.com.