- New England Patriots quarterback Drake Maye and lifestyle creator Ann Michael Maye have teamed up with Amica Mutual Insurance for a national ad campaign.
- The campaign, titled "Life’s Unexpected Moments," shows the couple managing everyday homeowner challenges like plumbing leaks and fallen tree branches with humor and resilience.
- This collaboration marks the Mayes' first campaign with Amica, while the insurer previously partnered with Boston Celtics star Jayson Tatum.
- The deal expands the couple’s growing joint commercial portfolio following recent major partnerships in the outdoor, home care, and beverage sectors.
Lincoln, Rhode Island-based Amica Mutual Insurance has partnered with New England Patriots quarterback Drake Maye and his wife, lifestyle content creator Ann Michael Maye. The national ad campaign centers on navigating life’s unexpected domestic moments.
The commercial follows the Mayes as they adjust to New England life after relocating from North Carolina. Using their home’s front door as a symbolic stage, the couple encounters unexpected surprises, ranging from fallen tree limbs to sudden plumbing leaks.
Facing each challenge with humor and teamwork, the ad reinforces Amica’s core message: “whatever comes through the door, with Amica, you’re ready.”
This deal marks the couple’s first partnership with Amica. The mutual insurer is familiar with New England sports stars, having previously partnered with Boston Celtics forward Jayson Tatum for his 2026 “Back to Zero” comeback campaign and “Protect Your Legacy” platform.
The campaign arrives during a high-profile period for the couple, who married on June 22, 2025. On the field, Drake guided the Patriots to a 14–3 regular season and an appearance in Super Bowl LX in February 2026.
Off the field, Ann Michael built a dedicated digital following through her viral 2025 “Bakemas” series on TikTok, which led to her NBC10 Boston show Beyond Bakemas and a partnership with JetBlue.
The pair previously starred in commercial spots for CarGurus before expanding their joint portfolio through a multi-year L.L.Bean partnership.
Individually, Drake maintains endorsements with Gillette, Betterment, and Abercrombie & Fitch, and recently expanded his portfolio when he and Dak Prescott became investors and athlete-owners in Athletic Brewing Company.
Meanwhile, Ann Michael has established her own independent commercial presence, highlighted recently when she fronted Dawn and Cascade’s new football campaign.
Takeaways
The Mayes are pioneering a modern marketing model that treats the athlete and creator spouse as a unified commercial asset.
Instead of relying only on traditional game-day jersey endorsements, Amica blends Drake’s sports profile with Ann Michael’s lifestyle following. This approach grounds the regional insurer in relatable home storytelling rather than athletic perfection.
By focusing on domestic mishaps and shared humor, Amica connects with younger homeowners who respond better to authentic creator content than conventional corporate insurance ads.
Will more regional financial and insurance companies adopt domestic, creator-led storytelling to attract millennial and Gen Z homeowners? Could joint media endorsements become standard practice for high-profile athletes married to digital creators?
