Los Angeles, Calif., Jan. 2, 2013 Farmers Insurance, one of the country’s leading insurers, will unveil its latest advertising campaign, “It’s Smarter to Have a Plan,” during this week’s series of college football bowl games.


Designed to help consumers become smarter about insurance by showing a number of important and practical insurance tips, the new campaign also reinforces Farmers Insurance’s position as a strong and experienced company with knowledgeable and industry-leading agents.

“At Farmers, we’re committed to making our customers smarter about insurance. We believe that knowledge is power and that we can help make consumers more confident about their insurance decisions,” said Mike Linton, Head of Enterprise Marketing for Farmers Insurance. “Our new campaign continues to place Farmers Insurance agents as the best-trained agents in the industry, ready and able to provide expert insight to consumers.”

The campaign, developed by the insurer’s agency of record, RPA, is a clear evolution of its current “University of Farmers” campaign, which features well-known actor, J.K. Simmons, as the clever and quirky Professor Nathaniel Burke.

In the new campaign, Professor Burke acts as a proxy for actual Farmers agents, helping consumers get smart about insurance, everyday risks and offering practical solutions. In an evolution from the current campaign, Burke will leave the confines of the University of Farmers campus to the real world where insurance meets the customer. Burke will walk with customers through a number of settings and will point out risks that a consumer might not have previously considered. In a departure from much of the industry’s current advertising, the focus of the Farmers campaign will be on helping consumers avoid problems. Rather than concentrating on price of coverage explanations, the campaign will feature helpful tips to empower consumers.

The TV spot that launches the campaign is called “Dog Bites” and features Professor Burke. He reminds consumers about the significant impact every day events, like dog bites, can have on their lives and the need to be adequately insured. For example, industry data shows that dog bites account for one-third of all paid homeowners insurance claims, while leaving empty boxes by the curb may be a sign to would-be thieves that there are new and expensive targets for them to burglarize inside one’s home.

As the campaign continues, additional spots will share relevant facts, preventative tips and interesting insights – demonstrating in a witty and approachable manner that Farmers Insurance and their University of Farmers-trained agents are committed to making consumers smarter about insurance.

Farmers Insurance Group of Companies is a leading U.S. insurer of automobiles, homes and small businesses and also provides a wide range of other insurance and financial services products. Farmers Insurance is proud to serve more than 10 million households with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.

Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Insurance Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit its Web site at www.farmers.com or at www.Facebook.com/FarmersInsurance.

<p>Client: Farmers Insurance Group<br />
Spot Title: “Dog Bites”<br />
Air Date: 1/1/13</p>
<p>Agency: RPA<br />
EVP, Chief Creative Officer: Joe Baratelli<br />
SVP, Group Creative Director: Pat Mendelson<br />
VP, Creative Director: Tom Hamling<br />
Art Director: Ben Tolbert<br />
Copywriter: Chris Juhas<br />
Art Director: Katie Carlile<br />
Copywriter: Seth Prandini<br />
SVP, Executive Producer, Content: Gary Paticoff<br />
Senior Producer: Selena Producer<br />
Assistant Producer: Ryan Radley</p>
<p>Production Company: Uber Content<br />
Director: Fred Savage<br />
Director of Photography: Peter Deming<br />
Executive Producer: Preston Lee<br />
Producer: Mark Hall</p>
<p>Editorial Company: Spot Welders<br />
Editor: Dick Gordon<br />
Assistant Editor: Paul Sabater<br />
Executive Producer: David Glean<br />
Post Supervisor: J. Patrick McElroy</p>
<p>Post Production Company: The Mill<br />
VFX Shoot Supervisor: James Allen<br />
Executive Producer: Sue Troyan<br />
Producer: Jordan Sharon</p>
<p>Telecine Company: Company 3, Santa Monica, CA<br />
Telecine Artist: Stefan Sonnenfeld<br />
Telecine Executive Producer: Rhubie Jovanov</p>
<p>Audio Post Company: Lime Studios<br />
Audio Post Mixer: Rohan Young<br />
Executive Producer: Jessica Locke</p>
<p>Title Design: Laundry! TV</p>
<p>Music Company: Elias Arts, LA<br />
Composer/Arranger: Jonathan Elias<br />
Executive Producer: Ann Haugen<br />
Creative Director: Dave Gold</p>