Advertising Age spotlighted the newish campaign for Farmers Insurance produced by new White advertising agency Dentsu Creative, with media duties being handled by new White media agency Havas Media.
The campaign theme declares, “Honesty Is Our Policy.”
Good luck promoting that platform. After all, advertising practitioners and insurance salespeople are consistently ranked among the least-trusted professions.
Farmers Insurance unveils a pink-drenched refresh and tweak to its jingle
By Tim Nudd
Farmers Insurance is refreshing its brand with a coat of pink paint and a change to its famous jingle.
The company’s first major brand refresh in several years debuts in a campaign from new agency Dentsu Creative. The effort, themed “Honesty Is Our Policy,” debuts today (July 13) across TV, digital, social, out-of-home and experiential. It includes updated branding that prominently features bright pink visuals and a reworked version of the insurer’s longtime jingle.
A minimalist 30-second anthem spot … speaks directly to viewers against a solid pink background, delivering a straightforward message about understanding insurance. The spot also introduces a choir that will become a recurring brand element as part of the new platform.
Longtime spokesman J.K. Simmons is absent from the new campaign. “Professor Burke has been a strong and recognizable part of the Farmers brand for many years, but all professors reach their tenure, and we’ve retired him from the new campaign,” Farmers told Ad Age.
The choir sings much of the dialogue in the melody of the famous Farmers audio signature. At the end, the “We Are Farmers” refrain has been rewritten as “You Have Farmers,” shifting the focus from the company to the customer.
Supporting spots have a similar structure.
The repositioning reflects Farmers’ effort to address what it sees as lingering confusion around insurance policies and coverage details. Rather than emphasizing products or pricing, the campaign focuses on helping consumers better understand what their policies include and how coverage works, using more direct language across marketing and customer communications.
“The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words and no lawyer needed to make sense of it,” said Eleanor Solomon, head of creative for Farmers Insurance. “Farmers is introducing tools that help make insurance easier to navigate—highlighting what is and is not covered, offering coverage reviews even if your policy is with another insurer, and, in some cases, helping consumers explore alternatives when Farmers isn’t a fit for them.”
“The strongest brands don’t abandon their history, they build on it,” said Andres Arlia, executive creative director at Dentsu Creative. “We took the equity Farmers has earned over decades and reimagined it for a moment when consumers are looking for transparency over jargon and understanding over complexity. Every creative choice, from the visual refresh to evolving ‘We Are Farmers’ into ‘You Have Farmers,’ was designed to make the brand feel useful, human and relevant.”
The work is Dentsu Creative’s first major campaign for Farmers since being named the insurer’s creative agency of record. Before moving to Dentsu this spring, the Farmers account had been at RPA since 2010.
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