The Aflac Duck is one of the most recognizable mascots in advertising. Since its inception in December of 1999, the Aflac Duck has starred in over 30 commercials and has been immortalized on Madison Avenue’s Walk of Fame as one of 'America’s Favorite Advertising Icons.'
For the last 11 years, comedian Gilbert Gottfried voiced the Aflac Duck. But this past March, Gottfried was dismissed from his role after tweeting a series of insensitive jokes about the tsunami in Japan. The company embarked on a nationwide search to find a suitable replacement for Gottfried, and recently settled on a choice: 36-year-old television advertising sales manager and Hugo, Minnesota native, Daniel McKeague.
The ubiquity of the Aflac Duck means that you will be familiar with McKeague whether you like it or not. Check out the video to see McKeague’s first commercial as apart of the Aflac family. This ad was definitely a great way to introduce the newest member of the company, allowing the viewing audience to connect more with this employee and believe that he is one to be trusted.
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Insurance Company Aflac Finds a New Voice for Its Iconic Mascot
Trend Themes
1. Voice Rebranding - Insurance companies are exploring the trend of voice rebranding in order to stay contemporary and relevant in their marketing campaigns.
2. Authentic Representation - A trend for featuring employees in ads can help companies connect and earn the trust of viewers by allowing the audience to see the real faces of the company.
3. Social Media Backlash - With many celebrities and public figures facing backlash for inappropriate behavior on social media, companies will need to be more vigilant about who represents them and how these representatives are perceived.
Industry Implications
1. Insurance - The insurance industry can benefit from the trend of featuring employees in ads as a way to represent their company as trustworthy and relatable.
2. Marketing and Advertising - Marketing and advertising industries could capitalize on the trend of voice rebranding by developing campaigns that leverage new or different voices in a way that resonates with their target audience.
3. Media and Entertainment - The media and entertainment industries can explore the trend of social media backlash by creating guidelines and standards for celebrities and public figures who represent their brand to maintain positive public perception.