Aflac worked with Atlanta agency Dagger and New York-based agency Manifest for the campaign, and the majority of the social media work was done in its in-house studio.

It’s the first year that Aflac is taking over the kickoff game in Atlanta, and the brand will have a heavy out-of-home presence in the city ahead of the event.

A GOAT return

Aflac first introduced Gap Goat last year in a successful launch, according to Knutson. After extensive pre-testing, the company made the decision to bring the enemy back.

“We always want to make sure that the goat, which is the problem, isn’t too cute or likable,” Knutson said. “We want to make sure that people understand it represents the enemy in this case, and the Aflac duck is the solution. We’re very confident that this spot and the work that’s still under development is going to be helpful for us in our quest to educate people about the expenses that health insurance doesn’t cover.”

The two other GOATs (greatest of all time) in the creative—Saban and Sanders—are no strangers to working with Aflac, and the latest creative adds to the long-standing partnership between the pair and the brand.

“Through my partnership with Aflac, I’ve gained a deep understanding of the financial burdens that often accompany health care. And believe me, I know firsthand from my own journey,” Coach Prime said in a statement. “I am blessed for the fact that I am able to pay my medical expenses, but I am aware that many people face significant financial challenges due to the gaps health insurance doesn’t cover.”

The Close the Gap campaign also extends beyond college football, with Aflac partnering with South Carolina women’s basketball coach Dawn Staley earlier in the year for a spot with Coach K.