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Since December 1999, AFLAC's company identity and brand has become more widely recognized in the United States as the result of TV commercials featuring the Aflac Duck, who frustratedly quacks the company's name to unsuspecting prospective policy holders. The duck concept and all of the commercials to date have been created by Kaplan Thaler Group, an advertising agency based in New York City. Metzer Farms, a Gonzales, California, waterfowl and gamebird hatchery, supplied them with the initial ducklings that each grew into the famous duck. Struggling to come up with a concept to make the big but relatively obscure insurance company's name memorable, one of the agency's art directors stumbled upon the duck idea while walking around Central Park at lunchtime uttering, "Aflac, Aflac." He soon realized how much the company's name sounded like a duck's quack. The Aflac Duck character has now starred in more than 30 commercials. In many of these commercials, character actor Earl Billings also appears. The Aflac Duck is enshrined on Madison Avenue's Walk of Fame as one of America's Favorite Advertising Icons.

Celebrities have starred in the Aflac ads, including Chevy Chase (2003); Yogi Berra; Yao Ming; Donald Trump's wife and current First Lady, Melania Trump (2005); NASCAR Cup Series driver Carl Edwards (2008–2014); the United States Olympic synchronized swimming team (2004); and Wayne Newton playing at Stardust Hotel and Casino for the 2003 commercial. The duck also appeared with Bugs Bunny, Daffy Duck, Wile E. Coyote and the Road Runner, and Rudolph the RedNosed Reindeer. In 2005, the company logo was changed to incorporate the duck. The first commercial using the new logo featured Gilbert Gottfried at a pet store because the duck kept saying, "Aflac!" and he had to trade in the duck for a parrot, saying, "If you're hurt and can't work".

The duck was originally voiced by comedian Gilbert Gottfried, who also voiced Digit on the PBS Kids series Cyberchase and Iago in the Disney film Aladdin. After 11 years as the voice of the Aflac duck, Gottfried was dismissed on March 14, 2011, due to jokes on Gottfried's Twitter account referencing the Tōhoku earthquake and tsunami. The company's chief marketing officer stated that "Gilbert's recent comments about the crisis in Japan were lacking in humor, and certainly do not represent the thoughts and feelings of anyone at Aflac."

On March 23, 2011, Aflac announced that the company was taking applications for the new voice of the Aflac Duck through QuackAflac.com until April 1. Commercials requesting the submissions, first aired in 2006 but updated, resemble a silent movie. On April 26, 2011, it was announced that Daniel McKeague, a television advertising sales manager from Hugo, Minnesota, would be the new voice of the Aflac duck. The first Aflac commercial featuring the duck's new voice aired on May 1, 2011.

In 2018, an Aflac ad inserted an animated Aflac duck into the opening credits of the DuckTales reboot. In 2020, an Aflac ad inserted an animated Aflac duck into the opening credits of Scoob!.