Amica Insurance is using the comeback journey of Boston Celtics basketball star Jayson Tatum in its new advertising campaign.
The campaign traces Tatum’s recovery from his injury last May. The campaign is titled “Back to Zero” — named with Tatum’s “0” jersey number in mind.
The insurer hopes the campaign will connect Tatum’s comeback to Amica’s commitment to helping customers rebuild after life’s setbacks.
The campaign features a video that combines moments from the player’s recovery – including with his mother Brandy Cole and trainer Nick Sang – with a countdown to his return.
The spot launched this week on NBC during the Celtics-Lakers game.
During the fourth game of the Eastern Conference semifinals last May, the 6 feet, 8 inches tall Tatum suffered a ruptured right Achilles tendon that required immediate surgery. He missed the remainder of the 2025 playoffs and has been out for the current NBA season thus far as he continues his rehabilitation.
“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, in a press release touting the new campaign. “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.
Amica Mutual Insurance Co. is headquartered in Lincoln, Rhode Island, and is the country’s oldest mutual automobile insurer. It offers auto, home, life and umbrella insurance policies nationwide.It reports having $5.9 billion in assets and more than 3,500 employees.
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