Amica Insurance has announced the launch of a new regional advertising campaign, “Piece by Piece,” as part of its ongoing partnership with the Boston Celtics. The campaign features Celtics player Jayson Tatum and focuses on building trust and helping customers protect what matters most.
The 30-second advertisement will air regionally during broadcasts of Boston Celtics games. It is narrated by Tatum and draws a parallel between assembling the TD Garden’s parquet floor and how people build their lives. The commercial shows scenes from Tatum’s rehabilitation efforts, family milestones, and everyday moments such as playing basketball with family members.
According to Amica President and CEO Ted Shallcross, “For nearly 120 years, we at Amica Insurance have been proud to protect what our customers, from around New England and across the country, have built – piece by piece – for themselves, their families and their communities. Through this campaign, we’re excited to continue our partnership with Jayson Tatum and the Celtics, and highlight Amica’s mission on a prominent scale.”
The campaign will debut during the broadcast of the Celtics’ game on Wednesday, October 22, and is scheduled to run throughout the 2025-26 season in New England.
Amica continues as the Exclusive Auto, Home and Life Insurance Partner of the Boston Celtics. The partnership includes serving as the team’s jersey patch sponsor and working together on philanthropic projects that aim to improve access to early childhood education in underserved communities.
