Creativity

Farmers Insurance uses the sounds of Olympic winter sports to play its catchy jingle

By Kyle O'Brien | Creative Works Editor

February 7, 2018 | 3 min read

Farmers Insurance has become known for its catchy jingle tag at the end of its ads. The recognizable tune, sung by a low-voiced chorus, has now been replaced by a chorus of snowy sports noises, just in time for the Winter Olympics.

Inspired by this year’s anticipated winter games, Farmers Insurance is celebrating the spirit of the worldwide event with a playful twist on the company’s catchy mnemonic. With agency RPA, Farmers created custom six-second versions of its signature jingle for nine different events in the winter games, from curling hockey. Each will build the notes of the mnemonic using snippets of stock imagery and recognizable sounds distinctive of that sport.

The insurance brand is most known for its ‘We Know From Experience’ campaign, which is based on real life – yet truly bizarre – claims it has received from customers over the years, and features Oscar-winning actor JK Simmons as the sage Prof. Nathaniel Burke.

Farmers winter games ads

Farmers Insurance winter games campaign

The brand created a digital media plan in which each jingle video will run during the winter games in online placements on YouTube, ESPN.com and USAToday.com. See five of the six-second spots by clicking the Creative Works box below.

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