LINCOLN, R.I.--(BUSINESS WIRE)--Oct 20, 2026--
Amica Mutual Insurance Company launched its latest brand campaign featuring Boston Celtics basketball superstar Jayson Tatum. Amica’s third campaign with Tatum shows how preparation is key to handling the unexpected, drawing a connection between a strong defense on the court and Amica’s commitment to provide the best protection for its policyholders.
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Tatum, known as a versatile defender, shows that good defense is proactive, not reactive. It requires careful preparation and understanding of what could happen next. Amica takes the same approach by anticipating its customers’ needs, creating a plan to fit those needs and helping them prepare for the unexpected.
“At Amica, we give policyholders the tools they need to protect what matters most, helping provide peace of mind,” said Ted Shallcross, Amica Chairman, President and CEO. “Jayson shares our belief in the importance of preparation, making him a natural partner for this campaign.”
The campaign, developed in partnership with creative agency Mother New York, brings these parallels to life through visual storytelling, showing Tatum's defensive preparation alongside an Amica representative helping a family prepare for the unexpected. The result is a creative expression of a shared belief: The best defense is the one you prepare and plan for.
“Whether it’s defending the court or protecting what matters most, the best defense is built long before you need it,” said Tory Pachis, Chief Growth & Marketing Officer at Amica. “Thoughtful preparation is at the heart of what Jayson brings to the game and what Amica brings to our customers every day. This campaign brings that connection to life by showing that proactive preparation can make all the difference when the unexpected happens.”
The campaign began airing nationwide on Oct. 20 across television, streaming and digital channels. To view the spot, visit http://www.amica.com/landing-page/jayson-tatum.
About Amica
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 $6.3 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 as #1 for Home Insurance Claims Satisfaction and Auto Insurance Customer Satisfaction in the New England Region by JD Power. Amica has also been named one of America’s Best Insurance Companies by Forbes for six consecutive years and holds an A+ rating for financial stability from AM Best. For JD Power 2026 award information, visit jdpower.com/awards.
New Amica Campaign With Celtics Superstar Jayson Tatum Highlights the Importance of Preparation, Both on and off the Court
NEW YORK (AP) — The NBA championship banner kept rising high above everyone on the court, just like OG Anunoby did the last time the New York Knicks played a meaningful game at Madison Square Garden.
And just like that night four months ago, it felt as if fans would never stop cheering.
The Knicks celebrated their championship Tuesday with a banner night — two of them — before losing 106-100 to the Philadelphia 76ers in their season opener.
Wearing white uniforms with gold trim for the occasion — with gold sneakers as well for NBA Finals MVP Jalen Brunson — the Knicks received their championship rings from Hall of Famer Walt Frazier and then watched as the blue banner reading “2025-26 World Champions” rose to the rafters.
“Really special. Happy we got it out of the way and we can move on for now, but it was a really cool thing,” Brunson said after the game.
Outside of their preseason exhibition games, it was the first time the Knicks played at home since Game 4 of the NBA Finals, when Anunoby's tip-in with 1.2 seconds remaining capped off a record-setting comeback from a 29-point deficit. The highlight of the play during a montage that was shown on the overhead videoboard set off some of the loudest roars of the night.
Brunson began his remarks to fans Tuesday by referencing that game, thanking them for not leaving the arena early.
The Knicks finished off the San Antonio Spurs in the next game, setting off “Knicks in 5! Knicks in 5!” chants around New York that resumed Tuesday night.
Brunson told fans that the Knicks were seeking to turn the page after the team's first championship since 1973.
“But one thing I would like to say,” he added. “The joy that this city had this summer, we would love to replicate that again.”
Brunson had talked about trying to move on from last season since the Knicks arrived at training camp, but acknowledged Tuesday night the difficulty in doing that until after they'd had one last celebration.
“You have everyone praising guys, praising us about what we’ve done a couple months ago,” he said. “And it’s just human nature and it’s difficult, but just to hold each other accountable we've been trying to do that, just to make sure that we’re on the same page and trying to get better.
“Obviously we’re very thankful for what we did, but there’s still a lot left for us to prove.”
Before raising the title banner, the NBA champions hung one at Madison Square Garden to celebrate the NBA Cup title they won last season.
The Knicks broke with tradition last December when they became the first team to win the in-season tournament and then not commemorate it with a banner. They said at the time they were looking ahead to bigger things.
They ended up getting the biggest thing possible in the rematch with the Spurs. The Knicks also defeated San Antonio in the NBA Cup final.
The NBA Cup banner went up sometime after the Sixers held their morning shootaround at the arena. Coach Mike Brown said before the game it was a recognition of the Knicks' journey last season.
“There were a lot of, obviously, ups and downs throughout the course of the year, and our guys rallied and figured out a way to win the NBA Cup,” Brown said, “and then you go ahead and win the regular season final, or excuse me, the end of season final, and it’s just a recognition to not just to our guys, but to the fans out there.”
The two banners were the first hung at Madison Square Garden by the Knicks since they won the Atlantic Division title in 2012-13.
But things move quickly in New York. After struggling through their opener, the Knicks know there's work ahead to stay at the top.
“Like, we shouldn’t sit there and think that we’re champions, because we're not,” forward Josh Hart said. “Right now we’re 0-1. We're the worst team in the NBA, as of right now.”
See AP’s full NBA coverage here
New York Knicks guard Jalen Brunson wears gold colored shoes during the second half of an NBA basketball game against the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
New York Knicks center Karl-Anthony Towns gestures before an NBA basketball game between the New York Knicks and the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
Former New York Knicks player Clyde Frazier looks at his ring before an NBA basketball game between the Knicks and the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
The New York Knicks 2025-26 World Champions banner is raised before an NBA basketball game between the Knicks and the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
New York Knicks guard Jalen Brunson, looks on with teammates as the Knicks 2025-26 World Champions banner is raised before an NBA basketball game between the New York Knicks and the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
New York Knicks center Karl-Anthony Towns waves as the Knicks 2025-26 World Champions banner is raised before an NBA basketball game between the New York Knicks and the Philadelphia 76ers Tuesday, Oct. 20, 2026, in New York. (AP Photo/Frank Franklin II)
The Toronto Raptors play the New York Knicks during the first half of a preseason NBA basketball game Thursday, Oct. 15, 2026, in New York. (AP Photo/Frank Franklin II)
