Last year at the Oscars, Farmers Insurance introduced "The Burkies," a mock awards show in which it created fake movie trailers based on some of its craziest real-life claims. Now they're back for another year in the campaign by RPA, with a series of delightful storylines including that of a hamster who caused a car smash.
As before, the insurance claim stories are transformed into movie-style trailers: as seen here, the hamster story (the pet crawled up a drivers pant leg, causing him to crash his car) becomes a black-and-white noirish trailer about "revenge." In another thriller-style trailer, vengeful squirrels pelt a pickup with pinecones, and a story where a mountain lion claws a car becomes a road-trip comedy. We also get to see a moose destroy a swing set and a motor home, horror-film style.
The Burkies, named after brand ambassador Professor Burke, will run on Facebook, CNN, Rotten Tomatoes, USA Today and YouTube. Digital content will include banners and page skins as well as the individual trailers, and additional promotion will take place in the Farmers social channels through promoted posts featuring the trailers, GIFs and other content to further extend the idea.