Life advice chats with a football star

Have you ever dreamed of chatting with Russell Wilson, quarterback of the reigning Super Bowl champions, the Seattle Seahawks? American Family Insurance partnered with Ogilvy Chicago and MediaMonks to bring that dream to fruition. The voice-activated Ask Russell app lets users ask the quarterback pre-scripted questions on topics ranging from Wilson's college experience to professional expectations to personal goals off the field. AmFam works to protect its customers' dreams, and this campaign encourages people to pursue those dreams without hesitation.

Thanks to the Google Voice Search API on both Android and iOS, users can ask Russell questions and hear his answers, pulled from hours of exclusive, pre-recorded footage. Each answer leads users to a choice of questions, imparting a conversational feel.

On average, users spend 3.5 minutes interacting with the football star.


YouTube views of the mobile app promotional teaser


Downloads of the Ask Russell app


Answers across all sessions