Ouch! Advertising Icon Can't Duck Injury of His Own

Aflac Launched New Campaign During BCS National Championship Game

Jan 08, 2013, 08:00 ET from Aflac

COLUMBUS, Ga., Jan. 8, 2013 /PRNewswire/ -- After being bonked by soccer balls, swatted with logs, plunged into the Grand Canyon, and singed on a barbecue grill, the Aflac Duck is facing what millions of Americans experience every year—a debilitating injury. In a new series of television commercials that debuted yesterday during college football's national BCS Championship game, it was revealed that the daredevil of barnyard animals – just like anyone else – is vulnerable to an unexpected injury.  

The fully integrated campaign also includes substantial online and print advertising and features an interactive social media component enabling consumers to send an online get well card or e-Card to the Aflac Duck via the Duck's Facebook page or at GetWellDuck.com.

This fresh advertising story begins with a commercial titled Press Conference in which a "doctor" discusses an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing. The campaign demonstrates the challenges that everyday American's can face when an unexpected accident or illness causes them to miss work.  Only this time, it is the iconic Aflac Duck who will provide a first-hand perspective as a policyholder; while shedding light on how Aflac's insurance policies can help protect families against common, but unexpected setbacks.

"Our plan is to leverage the incredible awareness and likeability that the Aflac Duck has amassed over the past 12 years to connect with consumers in a personal way that will both entertain and inform," Aflac Executive Vice President and Chief Marketing and Sales Officer Michael Zuna said. "The new commercials will make viewers laugh, but they have a very serious message; if the Aflac Duck can get hurt, anyone can get hurt. And that's why everyone needs Aflac."

According to the National Safety Council, accidental falls account for more than 8.7 million emergency room visits in the United States each year.  And, data from Face the Facts, a project of The George Washington University, shows that the average cost of a hospital stay in the U.S. was $33,079 in 2010. However, the 2012 Aflac WorkForces Report indicates that half (51%) of U.S. workers said they have less than $1,000 for such emergency expenses and 28% have less than $500.1

"Unfortunately, accidents happen," Zuna said. "Aflac policies help provide a necessary safety net that enables policyholders to worry less about the financial effects of an unexpected injury or illness."

To download Aflac's latest commercial in Windows Media format please click here or for QuickTime format please click here.

About Aflac
When a policyholder gets sick or hurt, Aflac pays cash benefits fast. For more than 55 years, Aflac insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. In the United States, Aflac is the number one provider of guaranteed-renewable insurance. In Japan, Aflac is the number one life insurance company in terms of individual policies in force. Aflac individual and group insurance products provide protection to more than 50 million people worldwide. For six consecutive years, Aflac has been recognized by Ethisphere magazine as one of the World's Most Ethical Companies. In 2012, FORTUNE magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the 14th consecutive year. Also, FORTUNE magazine included Aflac on its list of Most Admired Companies for the 11th time in 2012. 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.

12012 Aflac WorkForces Report, a study conducted by Research Now on behalf of Aflac, January 24–February 23, 2012.

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Media Contacts:

Analyst and Investor Contact:

Laura Kane

Robin Y. Wilkey                                 

Aflac Incorporated

Aflac Incorporated



706.593.0786 (cell)

Fax: 706.324.6330



Jon A. Sullivan

Aflac Incorporated


706.573.7610 (cell)