PGA TOUR Player Rickie Fowler Stars as Dick Fowler, P.I., in Latest Videos from Farmers Insurance<sup>SM</sup>

August 28, 2013

by
RPA

Santa Monica, Calif., Aug. 28, 2013 — A new series of humorous online videos from Farmers Insurance and agency of record RPA, feature PGA TOUR player Rickie Fowler playing the role of Dick Fowler, P.I., a loose-cannon private investigator and dispenser of golf-course justice. The four-episode series demonstrates how it's better to play it smart on the golf course, just as it's better to play it smart with your insurance.

In each installment, Dick Fowler, P.I., and his trusty caddy patrol the links, using their golf smarts to enforce proper course etiquette and punish wrongdoers. Two episodes launch the effort, "Backswing Sting" and "Divot Dummy," in which Fowler punishes a man speaking loudly on his cell phone while others are trying to play, and teaches a tough lesson to a perpetrator who doesn't replace his divots.

"Farmers is continuing to creatively strengthen our sports marketing sponsorships," said Chuck Browning, Head of Sponsorships and Corporate Giving at Farmers Insurance. "We thought this would be a fun way to showcase Farmers golf ambassador Rickie Fowler and provide content for golf fans everywhere to engage with."

The Dick Fowler, P.I., series can be viewed on YouTube as well as a tab on Farmers' Facebook page and will be supported by promoted Tweets. In addition, a Twitter handle (@DickFowlerPI) will be created to extend the Dick Fowler persona, and to tweet golf and insurance tips.

"Farmers is always looking for cool ways to use the digital space. This series is designed to stand out in the world of golf sponsorships and to showcase Rickie's unique personality. Yet it also has a certain respect for the age-old conventions of golf, like the thick, flowing mustache," said Pat Mendelson, SVP, Group Creative Director at RPA.

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, California Department of Public Health, Castrol, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.