Amica Partners With Boston Celtics Star Jayson Tatum for “Protect Your Legacy” Brand Campaign
03/03/2025 BOSTON, MA
For sports fans watching last night’s broadcast of the Boston Celtics game against Denver, a familiar face appeared off the court during the commercial break: Celtics star Jayson Tatum.
Amica Insurance — the Exclusive Auto, Home and Life Insurance Partner of the Celtics — has teamed up with Tatum for the brand’s latest national marketing campaign, “Protect Your Legacy.” This also marks Tatum’s first appearance alongside his mother, Brandy Cole, in a TV commercial.
“I’m thrilled to partner with Amica given our shared values,” Tatum said. “I really enjoyed working with them to share this important message about protecting what matters, and I’m so glad my mom could be a part of it.”
“We’re excited to partner with Jayson for our newest advertising campaign,” said Tory Pachis, executive vice president and chief growth and marketing officer at Amica. “We admire his dedication to excellence, his involvement with the community and his devotion to family. His story is one of relentless work ethic, teamwork and commitment – values we share at Amica.”
“Protect Your Legacy” — directed by Ray Smiling of Division7 — highlights how Tatum’s relentless tenacity and commitment on the court also shape his life beyond it — as a father, a son and someone who understands he’s never alone in his journey.
Both Tatum and Amica go above and beyond to protect family and legacy. Amica reinforces Tatum’s values with one key message: We know why you work so hard. So we work harder to protect it.
“We wanted to align with someone who shares the same values that drive the Amica brand,” stated Trusha Bhatt, strategist, Mother New York, Amica’s creative agency. “Having witnessed the incredible bond between Jayson and his mother, Brandy, over the years, we knew there was a wealth of emotion and depth to explore. We're excited to share a glimpse of that with the world.”
“Protect Your Legacy” is a follow-up to Amica’s “48 Minutes” campaign, which debuted on opening night of the 2024-2025 regular season, the same night the Celtics raised their record 18th championship banner.
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.