In Gayle We Trust is a comedic digital series developed and produced by NBCUniversal Digital Studio in partnership with Mindshare Entertainment and the show's sole sponsor, American Family Insurance

American Family Insurance

American Family Insurance is a private mutual company that focuses on property, casualty and auto insurance, but also offers commercial insurance, life, health, and homeowners coverage, as well as investment and retirement-planning products...

. The series centers around Gayle Evans (Elisa Donovan

Elisa Donovan

Elisa Donovan is an American actress.-Early life:Donovan was born Lisa Adaline Donovan in Poughkeepsie, New York, the daughter of Charlotte and Jack Donovan, who was a business executive. She later changed her first name to "Elisa" when she had to join the stage union, Actor's Equity, because...

), a small-town insurance agent and her host of colorful and quirky clients.

Season one, written and directed by Brent Forrester

Brent Forrester

Brent Forrester is an American writer, who wrote several episodes of the animated television sitcom The Simpsons between 1993 and 1997. He has also worked as an executive producer on King of the Hill, and a writer on The Ben Stiller Show, Mr. Show with Bob and David, Undeclared, and The Office...

 (The Office, The Simpsons

The Simpsons

The Simpsons is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical parody of a middle class American lifestyle epitomized by its family of the same name, which consists of Homer, Marge, Bart, Lisa and Maggie...

) premiered in September 2009 and achieved unprecedented results for NBC and American Family Insurance. Season two, directed by Sandy Smolan

Sandy Smolan

-Early career:He started his career by directing the 1987 Rachel River, which took two awards at the Sundance Film Festival.-Directing Credits:* Descending from Heaven* The Middleman* Men in Trees* Eli Stone...

 and written by Tim McKeon and Kevin Seccia, premiered in July 2010. Season three, which follows the town's pursuit of staging an insurance-themed, Broadway-style musical, is set to launch in October 2011. Season three was directed by Jason Farrand and written by Anthony Q. Farrel

Anthony Q. Farrell

Anthony Q. Farrell is a writer and actor residing in Los Angeles, USA. He has written for The Office, presided as executive story editor for Little Mosque on the Prairie as well as produced and performed in various stand-up and sketch comedies.Having been born and raised in Toronto, Canada,...

l.

Season 1 (2009)

Nestled somewhere in the middle of America, Maple Grove is populated with a host of colorful characters, and they all turn to one person for insurance needs, counseling and much much more. Though an insurance agent by trade, Gayle Evans has become the default cure-all for the small town, as her pleasant disposition and sound advice has made her a go-to resource in the lives of her clients. From a newlywed couple seeking weekly marital advice, to an over-confident plumber trying to protect his coveted identity, to a traveling hypnotist needing liability coverage, Gayle's clientele range from sympathetic to pathetic to outright bizarre.

Season 2 (2010)

In Season 2, Gayle's clientele range from sweet to sympathetic to outright bizarre. From first-time expecting parents needing baby advice, to a plumber-by-day-rock-star-by-night egomaniac, to a hair-brained hair stylist in need of small business insurance, Gayle's got her hands full. She becomes a friend, psychiatrist and advisor to the colorful and quirky locals of Maple Grove.

Season 3 (2011)

Returning from lunch on an idle Monday, Maple Grove insurance agent Gayle Evans is approached by a bombastic stranger. Theatrical and overly confident, Rafael reveals to Gayle that he’s oh so close to completing his first musical, Policies! Policies!, a love story about a small town insurance agent who helps his clients’ dreams come true. Rafael has arrived in the Midwestern hamlet to not only find inspiration from his muse, Gayle, but furthermore to stage the entire production in all of its grandeur before introducing Broadway to its next blockbuster smash hit.

We soon learn, however, that Rafael is not the gifted impresario he presents, but rather an insecure man with a half-baked script. Finding herself in the eye of the tornado, Gayle must now juggle clueless executive producers, a wannabe movie star, a melodramatic teen diva, an actor with paralyzing stage fright, an always bitter rival and many more roadblocks in her pursuit of protecting Rafael’s dream and helping it become fully realized. Will Gayle pull everyone together and make “Policies! Policies!” the crowd-pleasing, roof-raising hit Rafael always knew it could be?

Response

Season one of In Gayle We Trust has attracted nearly 3 million views. In aggregate, the branded digital series has yielded a 20% lift in quote starts and a 24 % increase in purchase intent for American Family Insurance

American Family Insurance

American Family Insurance is a private mutual company that focuses on property, casualty and auto insurance, but also offers commercial insurance, life, health, and homeowners coverage, as well as investment and retirement-planning products...

. Since its online debut, In Gayle We Trust has garnered 24 million viewers at a 76% completion rate.