A new campaign from Indiana Farm Bureau Insurance and advertising agency Young & Laramore asserts that since people avoid talking about insurance, they struggle to find the right time for it. Romantic moments are no time to wonder if you have the right deductible. Walking through the mall with the family to get some food court pretzels is the wrong situation for considering adjustments to your coverage.
The goal of this year’s campaign is to let the insurance company be the expert, allowing people to enjoy their day-to-day. The intent is to get them to bring insurance problems and questions to Indiana Farm Bureau Insurance from the very beginning, so they don’t have to figure it out on their own.
With each ad concluding with the tagline, “Start with Indiana Farm Bureau Insurance, and stop knocking on wood,” the idea is that, while you’re good at lots of stuff, from laundry basketball to getting the gas pump to stop exactly on a number ending in zero; they are good at insurance.
The TV ads will debut by airing regionally during this year’s Super Bowl, and during pre- and postgame shows. The campaign will include broadcast, digital, social, print, and radio, and retains the successful “Stop Knocking on Wood” tagline from previous years.
Client: Indiana Farm Bureau Insurance
Rick Kuster, SVP, Chief Marketing Officer
Kari St. Clair, Director of Marketing Services & Field Supervisor
Kristen Gibson, Manager, Advertising & Brand Strategy
Erin Igney, Manager, eCommerce
Agency: Young & Laramore
Carolyn Hadlock, Principal, Executive Creative Director
Trevor Williams, Principal, Group Creative Director
Charlie Hopper, Principal, Writer
Kyle Nordsiek, Art Director
Aidan McKiernan, Writer
Daniel Vuyovich, Senior Designer
Nick Prihoda, VP Account Management, Account Director
Sara Walker, Account Supervisor
Grace Gibbons, Account Manager
Char Loving, Executive Producer
TV Production: Company Films
Harald Zwart, Director
TV Editorial: Optimus
Angelo Valencia, Senior Editor
TV/Radio Audio: Airstream Audio
Photography: The Wade Brothers