Spots from RPA feature Rickie Fowler’s unconventional training methods and ‘golf appropriate’ insurance ads
This year to support the Farmers Insurance Open, RPA Advertising created two campaigns for Farmers centered around golf, furthering the brand’s continued support of the sport. One campaign just started and the other starts next week.
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 Rickie 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.
The brand introduces new digital campaigns annually to highlight their Rickie Fowler relationship and air them in sports-focused media placements. Across all campaigns, Farmers has found that their audience are huge sports fans, particularly golf, and enjoy learning about what Rickie and Farmers have learned from experience.