Ask any Amica Mutual Insurance Company customer, and they'll tell you. Amica is more than a company. More than insurance. Amica is a feeling. The feeling that Amica will always go above and beyond for their customers, when they need it most.

Which is why, in a category that is increasingly targeting the funny bone, we went for the heart.

With charming images, original music and a distinctive graphic look, these feel-good spots capture the unique Amica spirit and brand. The message: "When you know your auto insurance really has you covered, and you're insured by the company that's built a reputation for outstanding customer service, you can enjoy life that much more."

The spots are currently running in eight major markets across the U.S. Take a look, and then let me know how you feel about them: swolfberg@cronin-co.com.