Farmers Insurance joins “Sesame Street’s” 50th anniversary celebration with a new campaign that debuted September 9th, which integrates the iconic show’s characters into the world of Farmers “We Know From Experience” initiative.
There are three new commercials - starring actor JK Simmons - created by agency of record, RPA. Two of these feature real-life Farmers claims reenacted with “Sesame Street’s” familiar furry faces. Spots will air on broadcast networks such as NBC and CBS during college football, MLB and NFL games, in-theatre and will also be supported digitally with presence on Hulu and Buzzfeed, placed by media agency Zenith. Additionally, there is a large social and digital effort to help drive traffic to a unique “Sesame Street”-themed Farmers landing page where viewers can find videos and behind-the-scenes photos.
“For over 90 years, education has been a key component of Farmers efforts to help make a positive impact in our communities. The opportunity to work with one of the most engaging and educational programs, ‘Sesame Street,’ and its cherished characters to help people learn a thing or two from Professor Burke was a natural fit for Farmers,” said Leesa Eichberger, head of brand marketing at Farmers Insurance.
Farmers is also a sponsor of a short-form video series on “Sesame Street’s” YouTube channel. This series, created and produced by Sesame Workshop, focuses on problem solving.
“We’re incredibly pleased to work with Farmers on new content that encourages families to be healthy and safe,” said Scott Chambers, senior vice president/general manager, educational media and licensing, North America, Sesame Workshop. “Farmers’ support of the new YouTube series allows us to extend our mission of helping kids grow smarter, stronger and kinder.”
“This collaboration is an amazing opportunity to continue to extend Farmers into pop culture, which we’ve had great success with in the past, and work with characters we all know and love,” said Joe Baratelli, EVP, chief creative officer at RPA.