Villing & Company

Farmers Insurance Nails It with National Marketing Campaign

In an effort to counterbalance my recent negativity concerning Miracle Whip's "youthful" TV campaign, I thought it might be nice to go a more positive route and highlight a top-notch national marketing campaign that is using intelligent, humorous content in an entertaining and appropriate manner. The company I'm talking about is Farmers Insurance.

While insurance seems somewhat bland, Farmers has managed to find a clever way to repackage an old product in a way that seems to have endless possibilities. The idea centers around the fictional Farmers University, an Ivy League styled elite college where agents get extensive training on topics of auto, home, life and business insurance. Classes are instructed by Professor Nathaniel Burke, portrayed by film actor J.K. Simmons. Simmons nails the part with the perfect mix of sarcasm and playfulness. His classes often involve worst-case scenario situations that are not only funny but demonstrate valid points about being properly insured.

The centerpiece of the campaign is universityoffarmers.com, an interactive site that is definitely worth exploring purely for entertainment value. But beyond the website, they've launched a campaign that is well-rounded and smartly integrated across the board, from rebranding their standard site to launching several TV and radio spots.

I should probably just let this clever campaign speak for itself. Here are a few of my favorite videos:

Man, I love that X-Men spot, and what a perfect example of co-op branding done well. To view additional Farmers videos, visit their YouTube channel or visit universityoffarmers.com.

Filed Under: advertising

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