Anyone who has streamed content or watched long-form video online knows how annoying it is to get served the same ad over and over again during each commercial break. Farmers Insurance® found an unexpected way to break through that model with episodic commercials.

Rather than airing the same spot more than once during a program, Farmers® is extending its spot over three segments—treating it like a show within the show, with twists and cliffhangers that leave viewers wanting more of the story during each break. Collectively, the “episodes” fit together as one complete, compelling commercial.