Ask Russell

Ask Russell

Life advice chats with a football star

by American Family Insurance

See the full experience

The Story

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.

  • Ask Russell
  • Ask Russell

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.

The Technology


The Results

Launch date: August 23, 2013

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

The Team

Ogilvy Chicago
  • David Hernandez, Executive Creative Director

  • Jon Morgan, Creative Director

  • Dave Hanneken, Creative Director

  • Jeroen van der Meer, Creative Director
  • Thijs Broerse, Senior Architect
  • Marius Roosendaal, Art Director

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