Amica Insurance Campaign Showcases Celtics Star Tatum’s Inspiring Injury Comeback

Amica Insurance is leveraging the inspiring comeback journey of Boston Celtics basketball star Jayson Tatum in its latest advertising campaign. This initiative, titled “Back to Zero,” is a nod to Tatum’s jersey number, “0,” and aims to resonate with audiences by highlighting themes of resilience and recovery.

The campaign chronicles Tatum’s arduous recovery from a significant injury he sustained last May. It features a compelling video that intertwines pivotal moments from his rehabilitation process, showcasing his interactions with his mother, Brandy Cole, and trainer, Nick Sang. The video also includes a countdown to Tatum’s anticipated return to the court, creating a sense of excitement and anticipation.

Launched this week during the highly publicized Celtics-Lakers game on NBC, the campaign seeks to draw parallels between Tatum’s personal journey and Amica’s dedication to supporting customers as they navigate life’s challenges. The message is clear: just as Tatum is committed to overcoming his setback, Amica is equally committed to helping its clients rebuild and recover.

During the fourth game of the Eastern Conference semifinals last May, the 6-foot-8-inch Tatum suffered a ruptured right Achilles tendon, necessitating immediate surgery. This unfortunate injury sidelined him for the remainder of the 2025 playoffs, and he has yet to return for the current NBA season as he continues his rehabilitation journey.

In a press release promoting the new campaign, Tatum expressed his thoughts on the recovery process: “For me, getting back to zero was about trusting the process and leaning on the people who supported me every step of the way. I’m grateful to Amica for standing with me through the recovery, and for celebrating what it means to make a comeback.” His words encapsulate the essence of the campaign, emphasizing the importance of support and perseverance in overcoming obstacles.

Amica’s President and CEO, Ted Shallcross, echoed this sentiment, stating, “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.” This perspective reinforces the campaign’s broader message, which transcends sports and speaks to the universal experience of facing and overcoming challenges.

Founded in Lincoln, Rhode Island, Amica Mutual Insurance Co. holds the distinction of being the country’s oldest mutual automobile insurer. The company offers a comprehensive range of insurance products, including auto, home, life, and umbrella insurance policies, available nationwide. With reported assets of $5.9 billion and a dedicated workforce of over 3,500 employees, Amica continues to be a trusted name in the insurance industry.

Amica Insurance is leveraging the inspiring comeback journey of Boston Celtics basketball star Jayson Tatum in its latest advertising campaign. This initiative, titled “Back to Zero,” is a nod to Tatum’s jersey number, “0,” and aims to resonate with audiences by highlighting themes of resilience and recovery.

The campaign chronicles Tatum’s arduous recovery from a significant injury he sustained last May. It features a compelling video that intertwines pivotal moments from his rehabilitation process, showcasing his interactions with his mother, Brandy Cole, and trainer, Nick Sang. The video also includes a countdown to Tatum’s anticipated return to the court, creating a sense of excitement and anticipation.

Launched this week during the highly publicized Celtics-Lakers game on NBC, the campaign seeks to draw parallels between Tatum’s personal journey and Amica’s dedication to supporting customers as they navigate life’s challenges. The message is clear: just as Tatum is committed to overcoming his setback, Amica is equally committed to helping its clients rebuild and recover.

During the fourth game of the Eastern Conference semifinals last May, the 6-foot-8-inch Tatum suffered a ruptured right Achilles tendon, necessitating immediate surgery. This unfortunate injury sidelined him for the remainder of the 2025 playoffs, and he has yet to return for the current NBA season as he continues his rehabilitation journey.

In a press release promoting the new campaign, Tatum expressed his thoughts on the recovery process: “For me, getting back to zero was about trusting the process and leaning on the people who supported me every step of the way. I’m grateful to Amica for standing with me through the recovery, and for celebrating what it means to make a comeback.” His words encapsulate the essence of the campaign, emphasizing the importance of support and perseverance in overcoming obstacles.

Amica’s President and CEO, Ted Shallcross, echoed this sentiment, stating, “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.” This perspective reinforces the campaign’s broader message, which transcends sports and speaks to the universal experience of facing and overcoming challenges.

Founded in Lincoln, Rhode Island, Amica Mutual Insurance Co. holds the distinction of being the country’s oldest mutual automobile insurer. The company offers a comprehensive range of insurance products, including auto, home, life, and umbrella insurance policies, available nationwide. With reported assets of $5.9 billion and a dedicated workforce of over 3,500 employees, Amica continues to be a trusted name in the insurance industry.