Digital series "In Gayle We Trust" crashes the third-year barrier, aims to build upon nearly 35 million video views

Madison, Wis. (Oct. 26, 2011) — Going where no one has gone before and especially where no insurance agent has gone before - the original digital series "In Gayle We Trust" returns for an unprecedented third year.

NBCUniversal and media agency Mindshare introduced the 10 episode digital series in 2009, originally written and directed by Brent Forrester (NBC's "The Office"), and centering on the lives of the fictional townspeople of Maple Grove. Insurance agent Gayle Evans, played by Elisa Donovan ("Clueless," "Beverly Hills 90210," "Sabrina The Teenage Witch"), is the centerpiece of the town, serving as the sounding board, guru and trusted adviser among the town's idiosyncratic clientele.

Season two of In Gayle We Trust garnered 34.9 million video views, nearly double the season one views total of 18 million.

This season's story line centers on a newcomer to Maple Grove writing a musical ("Policies! Policies!") focused on insurance agent Evans and her interactions with the townspeople. Emmy Award-nominated actor Fred Willard and Richard Karn ("Home Improvement") make cameo appearances in season three, which was written by Anthony Q. Farrell ("The Office") and directed by Jason Farrand ("Head Case").

The entire series (including the first two seasons) is available at

"Almost thirty-five million views of the season two content confirms what we've felt about the series since its inception," said Telisa Yancy, advertising director for American Family Insurance. "In Gayle We Trust delivers quality entertainment in a manner that both keeps viewers coming back for more and aligns with the values of the sponsor.

"American Family Insurance beckons the insurance-buying public to allow us to protect their dreams. Viewers of In Gayle We Trust have solidly resonated with that theme, as reflected in considerable increases in insurance quote requests as a result of the series."

Media agency Mindshare oversaw the show for the third season.

"In order to be successful going into our third season we needed to elevate our game. That meant developing more entertaining storylines, higher production values and an even more robust distribution strategy to make sure viewers can find the show easily," said Andy Hayman, executive director and consulting producer at Mindshare Entertainment.

In Gayle We Trust is promoted on iTunes, Hulu, the USA Network and other Web-based platforms. Four weeks of cross promotion will also appear on a number of relevant NBC show sites.

Also new this year is a gaming element through Fan It, a free NBC affinity program for fans. By answering questions or interacting with their favorite shows, participants receive points they can redeem for merchandise or even experiences with NBC programs. They are also encouraged to share information about shows through Facebook and Twitter.


Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family Mutual Insurance Company is the nation's third-largest mutual property/casualty insurance company. Web:; Facebook:; Twitter: