""We wanted to take advantage of the fact that people sit down and binge TV shows. It's a moment where you pause and you're taking in information, you're taking in content. It's a way of being entertained, sometimes a way of escape and relaxation," said American Family Insurance CMO Sherina Smith."
"'Designed To Last' really shows what's possible when brands invest in content that's audience-first, elevating the storytelling and thinking long-term, and it's a signal that we're seeing in the marketplace of how we're redefining advertising and content," said John Campbell, senior vice president of entertainment and streaming solutions at Disney Advertising."
'Designed To Last' is a four-episode branded reality competition series created by American Family Insurance and Disney Advertising. Premiering on May 5 and streaming on Hulu, the show features teams of architects, engineers, and inventors competing in design challenges related to home preparedness against environmental threats. Hosted by Maria Menounos, the series aims to engage consumers through familiar content formats. The winning team will receive a $100,000 grant, showcasing a shift in advertising towards audience-first content.
#branded-content #reality-competition #home-preparedness #advertising-innovation #consumer-engagement
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