Farmers Insurance has built its brand through distinctive brand assets like spokescharacter Professor Burke and one of advertising’s most recognizable jingles, both central to a Sustained Success Gold Effie-winning campaign awarded for advertising effectiveness. When the brand continued its Important Things Aren’t Worth Comprising campaign, there was an opportunity to further leverage Farmers’ core assets in new ways to deepen the brand’s recognition across channels.
This continuation of the campaign introduces a new end card which features a visual expression of the Farmers jingle—one of Farmers’ most valuable brand assets, ranked 10th out of 174 major brands in SoundOut’s 2025 sonic branding rankings. Creating a see-and-say reminder that works even when the sound is off, which is essential in social environments.
The new TV spots continue to share Farmers wisdom with the truism that important things, like insurance, aren’t worth compromising. Each ad dramatizes the humorous consequences of compromising on things that matter.
The social extensions push even further, meeting people inside platform-native trends and everyday “I’m Just Gonna” moments. By tapping into the conversation already happening on social, Farmers identifies relatable, real-life compromising situations, delivers expert reassurance, and reinforces its helpful point of view in a way that feels culturally fluent, yet still unmistakably Farmers.
This new work for Farmers shows how continuing a campaign can be a great opportunity to make incremental yet impactful improvements. And reinforces the importance of establishing distinctive brand assets, showing how they can be leveraged in new ways while maintaining equity.
