The Drum Awards for Marketing - Extended Deadline

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Agency: RPA
Date: Jan 2019
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This year to support the Farmers Insurance Open, Farmers created two campaigns centered around golf, furthering the brand’s continued support of the sport.

If there’s one thing that both Farmers and PGA Tour player Rickie Fowler have learned from experience, it’s that just a little bit of preparation can go a long way. So Farmers asked Fowler to share his insights on how he gets ready before a big tournament, like asking his caddy to spray him with water in case it rains during the game. Sure, his methods may seem strange, but when you prepare for everything, you know how to handle almost anything. In golf (and insurance), it all comes down to experience.

Another effort will break during the golf tournament showing how proper golf etiquette requires fans to be quiet on the course. Farmers thinks that etiquette should extend through to the commercial breaks. So, they created ‘golf appropriate’ versions of their commercials.

Each one begins with the familiar golf course “Quiet” sign being lifted into frame. This serves as a prompt for the rest of the commercial to respect course etiquette. Dialogue is whispered, and panicked screams are muffled. Finally, even the famous Farmers jingle got the golf appropriate treatment.

Credits

Client: Farmers Insurance

Agency: RPA EVP, Chief Creative Officer: Joe Baratelli

SVP, Executive Creative Director: Pat Mendelson

VP, Creative Director: Hobart Birmingham

VP, Creative Director: Perrin Anderson

Copywriter: Donovan Le

Art Director: Eli Ching

Associate Creative Director: Guy Overfelt

EVP, Chief Production Officer: Gary Paticoff

SVP, Director, Video Production: Selena Pizarro

Senior Producer: Kay Lynn Dutcher

Associate Digital Producer: Matt Valdepena

Video Production Coordinator: Madi Miller

Editorial: Cut and Run

Executive Producer: Amburr Farls

Editor: Russell Anderson