Campaign connects Tatum’s comeback to Amica’s commitment to helping customers rebuild after life’s setbacks

Basketball superstar Jayson Tatum is on the road to recovery after a 2025 injury – and Amica Insurance is ready to celebrate the comeback journey with its new ad campaign, Back to Zero.

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Amica Celebrates Jayson Tatum’s Road to Recovery With New Ad Campaign, ‘Back to Zero’

The multifaceted campaign – which will include out-of-home placements throughout the Greater Boston area and social media promotions – traces Tatum’s recovery from his injury last May. It aims to rally basketball fans across the country to show their support for his comeback, and is both a nod to Tatum’s iconic jersey number and Amica’s always-on commitment to helping its customers come back after a loss.

“For me, getting back to zero was about trusting the process and leaning on the people who supported me every step of the way,” said Tatum, an Amica brand partner. “I’m grateful to Amica for standing with me through the recovery, and for celebrating what it means to make a comeback.”

“Jayson’s recovery is about more than basketball. It’s about the individual perseverance and support that go into bouncing back from any setback life throws at us,” said Amica President and CEO Ted Shallcross. “That mindset aligns closely with how Amica shows up for our customers every day. We’re proud to stand alongside Jayson and invite fans everywhere to be part of his return.”

The campaign features a hero video that combines moments from his recovery – including with his mom Brandy Cole and trainer Nick Sang – with a countdown to his return. The spot launched yesterday on NBC during the Celtics-Lakers game.

Amica is pairing its advertising plans with large-scale fan activations through social media designed to rally not just Celtics fans but sports fans across the country. The Back to Zero activation invites fans to show their support by sharing creative displays of the number “0” on social media and in their communities.

For more information and to follow the campaign, visit Amica.com or follow Amica on social media.

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.

Learn more at Amica.com.

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