Farmers Insurance Debuts <i>Marvel's The Avengers</i> Campaign

April 11, 2012


Santa Monica, Calif., April 11, 2012 — Farmers Insurance is launching a campaign with Marvel's The Avengers to promote its partnership with the highly anticipated summer blockbuster set to premiere on May 4, 2012. Developed by advertising agency RPA, the campaign features actor J.K. Simmons as the illustrious Professor Nathaniel Burke, with his usual six sidekick agents dressed up in homemade Marvel's The Avengers costumes touting, "We're the superheroes of insurance!"

"Being associated with the much-anticipated Marvel's The Avengers gives Farmers advertising super-powers," said John Ingersoll, vice president, advertising of Farmers Group, Inc. "This opportunity lets us have some Super Hero fun with our established University of Farmers characters and shine some Hollywood limelight on our brand."

In the TV spot, "Suit Up," (:30) directed by Roman Coppola, Professor Burke and the agents explore the similarities between being a Super Hero and being a super agent. The spot continues with a lighthearted exchange between Professor Burke and his agents, dressed in do-it-yourself costumes representing each of Marvel's The Avengers' characters: The Hulk, Captain America, Thor, Iron Man, Black Widow and Hawkeye. A print ad by Marvel Custom Solutions recreates the TV spot in comic book form and will run in select Marvel comic books in May and June.

"'Suit Up' marks the 20th spot in a campaign that has been very fun to develop. Every agent that steps onto the University of Farmers campus comes away with a ridiculous amount of insurance knowledge, so it's only natural to see our agents turn to super agents at this stage in the game," said Tom Hamling, creative director at RPA.

A 2-minute 30-second behind-the-scenes video interviews costume designers, the prop team, and the super agents about incorporating Marvel's The Avengers into the University of Farmers spot. To extend the campaign on Facebook, six hand-drawn "how-to" diagrams will be posted to help fans recreate the Marvel's The Avengers costumes as seen in the TV spot.

The behind-the-scenes video will live on Farmers' YouTube channel ( and will be posted to Farmers' Facebook page, ( with the six "how-to" diagrams.

The TV spot will launch on April 16, on premium primetime programming including "Dancing with the Stars," "2 Broke Girls" and "Biggest Loser" and will run on cable networks that resonate with Marvel's The Avengers fans, such as AMC, Comedy Central, TBS, TNT and Discovery Channel. Integrated creative will also run online on ABC, CBS and Hulu.

About Marvel's The Avengers Marvel Studios presents "Marvel's The Avengers"—the team up of a lifetime, featuring iconic Marvel Super Heroes Iron Man, The Incredible Hulk, Thor, Captain America, Hawkeye and Black Widow. When an unexpected enemy emerges that threatens global safety and security, Nick Fury, Director of the international peacekeeping agency known as S.H.I.E.L.D., finds himself in need of a team to pull the world back from the brink of disaster. Spanning the globe, a daring recruitment effort begins.

Starring Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner and Tom Hiddleston, with Stellan Skarsgard and Samuel L. Jackson as Nick Fury, directed by Joss Whedon, from a story by Zak Penn and Joss Whedon with screenplay by Joss Whedon, "Marvel's The Avengers" is based on the ever-popular Marvel comic book series "The Avengers," first published in 1963 and a comics institution ever since. Prepare yourself for an exciting event movie, packed with action and spectacular special effects, when "Marvel's The Avengers" assemble in summer 2012.

"Marvel's The Avengers" is presented by Marvel Studios in association with Paramount Pictures. The film is being produced by Marvel Studios' President Kevin Feige and executive produced by Alan Fine, Jon Favreau, Stan Lee, Louis D'Esposito, Patricia Whitcher, Victoria Alonso and Jeremy Latcham. The film releases May 4, 2012, and is distributed by Walt Disney Studios Motion Pictures.

About Marvel Entertainment Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit

About Farmers Insurance Group Inc. 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 Financial Services 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 our website at or

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino and Sole Society. For more information, visit