Featuring Celtics Star Jayson Tatum, Amica Launches New ‘Piece by Piece’ Ad Campaign
LINCOLN, R.I.
Continuing its partnership with the Boston Celtics, Amica Insurance is launching a new regional advertising campaign focused on building trust and helping customers protect what matters most.
Airing regionally during the broadcasts of Boston Celtics games, Amica’s 30-second Piece by Piece spot is narrated by and features Celtics star Jayson Tatum. The spot parallels the assembly of the TD Garden’s iconic parquet floor with scenes that highlight how we build our lives: from the work Tatum is putting in during his rehab efforts, to unforgettable family milestones and routine rituals like playing a family member in a one-on-one basketball game.
The theme of the spot is that lives are built slowly and intentionally over time – and Amica is here to protect those lives every step of the way.
“For nearly 120 years, we at Amica Insurance have been proud to protect what our customers, from around New England and across the country, have built – piece by piece – for themselves, their families and their communities,” said Amica President and CEO Ted Shallcross. “Through this campaign, we’re excited to continue our partnership with Jayson Tatum and the Celtics, and highlight Amica’s mission on a prominent scale.”
The Piece by Piece spot will officially launch during the broadcast of the Celtics’ game on Wednesday, Oct. 22. It will continue to air in the New England region throughout the 2025-26 season.
The campaign is a continuation of Amica’s role as the Exclusive Auto, Home and Life Insurance Partner of the Boston Celtics. This growing partnership includes Amica serving as the Celtics’ jersey patch sponsor and collaborating on philanthropic activities centered around expanding access to quality, affordable early childhood education in underserved communities.
View the Piece by Piece spot in full here.
About Amica Insurance
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 $5.9 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 with more than 65 J.D. Power awards, including #1 rankings in customer satisfaction among homeowners and rental insurance providers in 2025. Amica has also 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.