Farmers Insurance has created two golf-centric TV spots to support the PGA open event that bears its name.
In one 60-second spot that broke recently, PGA Tour player Rickie Fowler shares his insights on how he gets ready before a big tournament, like asking his caddy to shower him with hail during practice in case he encounters similar adverse weather conditions during the game. The premise is that although his methods may seem unusual, when you prepare for everything that could happen, you can handle almost anything.
Another spot will break during the golf tournament showing how proper golf etiquette requires fans to be quiet on the course. Farmers believes that etiquette should extend through the commercial breaks. So, in the “golf appropriate” version of its "We Know From Experience” spots, showing the story behind an insurance claim, a hot-air balloon crashes into a parked car.
Both spots are from RPA, the Farmers Insurance AOR.
“At Farmers, we continually explore fun and engaging ways to demonstrate our brand’s value to consumers. For golf fans, we’ve created special takes on our campaign that aim to deepen our consumer connection,” Leesa Eichberger, head of brand marketing at Farmers Insurance, tells Marketing Daily.
Farmers Insurance announced in October 2017 that the brand's relationship with Fowler had been extended for three years (2018-2020). Fowler has been a brand ambassador since 2012 and supports the Farmers community and marketing initiatives during the Farmers Insurance Open and throughout the year.
Fowler was previously featured in the Farmers’ "We Know From Experience" advertising campaign along with other digital marketing platforms.