Aflac Hired Ben Affleck to Talk to a Duck

Celebrity endorsement usually replaces a mascot. Aflac has decided to cast one opposite its own.

On Thursday the insurer began seeding a new campaign starring Ben Affleck alongside the Aflac Duck, updating its social profiles with a drawn portrait of Affleck sitting next to the bird and posting a first image of the pair sharing a couch. The work is set to run through the coming season.

The strategic read is straightforward. The duck has been the company's single most recognisable asset since 1999, and in a category where nobody can differentiate on product, distinctive assets are the product. Adding a human foil gives the mascot dialogue to react to without retiring anything.

It also solves a problem specific to supplemental insurance: almost nobody can explain what it is. Affleck's job in this construction is not to be aspirational but to be confused on the audience's behalf — the straight man who asks the question the viewer has.

Insurers have been arms-racing this space for years. Geico has a gecko, Progressive has Flo, State Farm has an ever-expanding cast around Jake. Adding star wattage to an existing character is the cheaper move: the brand keeps the equity even after the talent contract ends.

The failure mode is obvious. If the funniest thing in the spot is Affleck, the duck becomes a prop in its own advertising.

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →