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American Family Insurance Stirs Up Memories In Award-Winning Spot

CHICAGO (July 6, 2008) — American Family Insurance has been awarded a Hermes Award for its “Recuerdos (Memories)” television campaign. The award-winning creative is part of a strategic integrated campaign created by The San Jose Group (SJG). The campaign was designed to reach consumers in new ways to increase overall brand awareness for American Family Insurance.

The “Recuerdos” campaign was created based on core insights SJG gathered from the client, its consumers and its agents. “We found that American Family Insurance and its agents have a strong heritage of supporting their customers during important milestone moments,” said Jim Legg, vice president of account service at SJG. “That heritage is an asset we knew would resonate with the Hispanic community, and it became the basis for our campaign.”

The winning spot is narrated by a customer reminiscing about his first car in the U.S. and how it signified a fulfillment of the American Dream for him. Remembering the importance of that investment, his memories are also tied back to how he was able to protect his car with the help of an American Family Insurance auto policy.

“This creative concept was developed to position American Family Insurance as that life-long partner for its Hispanic customers, sharing in some of their most important memories,” added Legg.

About The Hermes Awards

The Hermes Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. The program recognizes outstanding work in the industry and is based on the evaluation of the Association of Marketing and Communication Professionals.

About The San Jose Group

Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit www.thesanjosegroup.comRecuerdosAmerican Family Insurance and Hermes Awards.