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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

Retouching: Realfake