Farmers Insurance Launches Zany "15 Seconds of Smart" Online Videos

August 5, 2013


Santa Monica, Calif., Aug. 5, 2013 — Farmers Insurance is launching 15 15-second online videos created to provide consumers with important insurance-related tips in unique and engaging ways. The comical videos are part of the new chapter in the larger University of Farmers advertising campaign, "It's Smarter to Have a Plan," developed by agency of record RPA. Several Vine videos will also spout quick tips to Twitter users starting August 12.

The short videos will be hosted on YouTube and housed on a landing-page site that will live off of the brand website, at The 15 Seconds of Smart site will feature a growing library of videos, in a variety of different formats. Some will be extremely simple live-action pieces, while others use different techniques and styles, such as simple animation, stop-motion, video-game, old Kung Fu movie and '80s PSA. No two video styles look alike.

"At Farmers, we're committed to making our customers smarter about insurance. We wanted to reach consumers where many of them already spend a lot of their time-online. We believe that knowledge is power and that we can help make consumers more confident about their insurance decisions," said Mike Linton, Head of Enterprise Marketing at Farmers Insurance.

Each video shares relevant facts, preventative tips and interesting insights demonstrating in a witty and approachable manner that Farmers Insurance is committed to making consumers smarter about insurance. For example, one video shows a coughing Santa who has just climbed down a chimney and can't breathe, advising consumers to have their chimneys cleaned once a year. In another video, a woman whose online accounts have been hacked because she chose a password that is obvious in her office decorations, instructs consumers to change their passwords regularly.

"The launch of the Farmers 15 Seconds of Smart site marks a significant shift to digital to attract consumers with quirky, yet ridiculously useful content. While TV effectively communicates to a mass, broad audience, developing this kind of digital work allows Farmers Insurance to speak directly to Internet-savvy audiences," said Pat Mendelson, SVP, Group Creative Director at RPA.

The "It's Smarter to Have a Plan" campaign, designed to help consumers become smarter about insurance by showing a number of important and practical insurance tips, features J.K. Simmons as Professor Nathaniel Burke, who continues to act as a proxy for actual Farmers agents, helping consumers get smart about insurance, everyday risks and offering practical solutions.

About Farmers Insurance Farmers Insurance Group of Companies is a leading U.S. insurer of automobiles, homes and small businesses and also provides a wide range of other insurance and financial services products. Farmers Insurance is proud to serve more than 10 million households with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.

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 Insurance 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 its Web site at or at

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, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit