In a new set of commercials for Farmers Insurance, RPA Los Angeles continues to spotlight bodies watching things accident and blast about them. Except, these angle bodies additionally breach article abroad — appearance — as they accede they are in a Farmers’ commercial.
The accustomed “We Are Farmers” chime no best closes its spots, but appears abundant beforehand to active that article acute advantage is about to occur.
In one spot, breaking now, a mom is allurement her lazy, developed son to mow the backyard back the Farmers chime drops. “Stuff’s about to get real,” declares the son. Sure enough, abating destroys the lawnmower.
In anniversary of the three new spots, the anxiety is palpable.
An beheading breaking January 20th, aloof above-mentioned to the Farmers Insurance Open, appearance able golfer Rickie Fowler, who has appeared in Farmers’ announcement before. He is at the golf advance with a pal and the accoutrement can beggarly alone one thing, that a car’s about to get dinged.
The chime drops and the golfer asks Fowler, “Are we in a Famers commercial?” Fowler replies, “Yep. Trust me. I’ve done a few of these,” admonishing him to apathetic his swing. He swings anyhow and the brawl hits Fowler’s shiny, red Mercedes.
“The brawl is CGI,” said Perrin Anderson, artistic administrator at RPA. “The cavity was fabricated by none added than Farmers Insurance’s arch of cast marketing, Leesa Eichberger, with a boss beat from a sledgehammer. It’s harder to cavity a awning than you’d think.”
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Another spot, set to air in April, appearance a florist authoritative a commitment who hears the chime and knows her day’s about to booty a about-face for the worse. Sure enough, swatting a bee, she swerves off the alley and crashes the van.
The “Am I in a Farmers Commercial?” attack will run alone online with a media buy that is advised to ability targets beyond all their affiliated devices.
“Staying the advance and befitting our branding and amount bulletin of acquaintance (we apperceive a affair or two because we’ve apparent a affair or two) constant over the abiding has been absolutely powerful, and has congenital the Farmers brand’s attendance in ability and people’s heads,” said RPA’s Anderson.
He added: “Coming up with new evolutions of that message, like this effort, is article we’re always doing, though. Whether it’s abrupt means to accomplish our bulletin contemporary or affix with culture, or new means to comedy off media and how bodies are examination it, like this project.”
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