A boy in a tough working-class neighborhood dreams of becoming a dancer. But his father insists that he takes up judo instead. The unhappy boy reluctantly begins martial arts classes. Over many months, we see his struggles as he practices and trains to improve his judo skills. Eventually he wins a tournament, and the father gives the son the dance shoes and accessories he always wanted. We discover that the judo was always a kind of insurance; it allows the young boy to defend himself against the neighborhood bullies when he begins his dance lessons. The father’s insistence that his son learn to defend himself is an act of love, not selfishness.

To amplify the father’s role in making his son’s dreams come true, the video broke as a Promoted Twitter Moment on Father’s Day, 2016. We also integrated a number of social influencers who had an established voice about supporting dreams—ranging from fatherhood figures to celebrities.

Within 24 hours, the video had reached over 60.7 million impressions on Twitter alone. Influencer support drove over 1M video views and an additional 5M impressions, and on YouTube, the spot ranked #6 on the Top 10 Ads of the Month in June. To date, the video has received over 9 million views. More importantly, American Family Insurance saw an uptick in customer acquisition, showing a 22% increase YOY in insurance applications for the period in which it was released—the highest number of applications in three years. Brand conversation increased 4.6x on Father’s Day, stealing the #1 brand share of voice at 28%, both in-footprint and out.