Edward James Olmos Recruited for New Farmer’s Insurance Initiative

Actor Reflects On Life’s Moments of Peace for Farmers

Farmers Insurance has launched its latest national Hispanic TV advertising campaign highlighting life’s moments of peace, serenity and joy as observed by leading man, Edward James Olmos, and presented by Farmers Insurance and its University of Farmers-trained agents.  Accentmarketing, Farmers Hispanic agency of record, produced the new spots as it continues its partnership with one of the nation’s leading insurers.

“Our new campaign brings to life those types of special ‘peace of mind moments’ that we all experience,” said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers.  “Utilizing the training they receive at our award-winning University of Farmers, our Farmers agents are able to offer a similar ‘peace of mind’ to consumers each and every day.”

“The new ads truly deliver on Farmers’ brand promise of Tranquilidad Asegurada, or peace of mind assured, ” said Alice Rivera, Managing Partner for Accentmarketing. “Previous campaigns established that Farmers delivers the ‘right fit’ for individual insurance needs.  This campaign goes further, it credibly emphasizes how having Farmers can make you feel – peaceful, self-confident, and happy.”

Actor and humanitarian Edward James Olmos is also featured in a very prominent way as he continues his role as Farmers’ Hispanic spokesperson. This year, he is the observer and guide to tranquilidad (peace), to the variety of moments that represent peace, one of which may be the moment when a Farmers agent hands a customer his or her policy.

The first TV spot to launch is “Peace”.  In this spot, Olmos is on a quest for tranquilidad and he finds it in everyday moments of people relishing life.  We see a surfer taking in the sunrise, a jogger enjoying her morning jog, a woman meditating with a cup of tea. Olmos recognizes that these moments of tranquilidad make life sweeter and questions whether anyone knows how to make them last.  He sees a Farmers agent handing a new policy to a customer and leaves us with a thought: the peace of mind you are looking for can be realized with a visit to a Farmers agent.

“Woman”, the second spot in the campaign, visually demonstrates another side to peace of mind:  the confidence that having the right insurance can bring to your life. In this spot the hero woman leaves a Farmers agency with her new policy in hand and has a magical day where everything seems to go her way because that’s how having the right insurance can make you feel.  So as she walks by, a dress on display suddenly goes on sale, a bus speeds by her and styles her hair, she then arrives at home to a romantic dinner prepared by her handsome husband.  The lighthearted aura she evokes in the spot reflects the similar sensation felt by those experiencing peace of mind – the type of peace of mind one might feel when insured by Farmers.

As part of a 360-degree campaign, these new spots will be joined by additional TV executions as well complementary radio, digital and print efforts that will be strategically deployed over time.

Details of TV Spots
Title: “Peace” and “Woman”
Client: Farmers Insurance
Agency: Accentmarketing
Length of Spots: 60-seconds and 30-seconds
Launch Date: August 15, 2011
Markets where it will air: National
EVP/Creative Director/Managing Partner: Diana Ocasio
EVP/Group Director/Managing Partner: Alice Rivera
Creative Director: Daniel Stewart
Account Director: Jose Quijano
VP/Executive Producer: Rudy Leschhorn
Art Director: Enrique Mena
Production House: Letca Films
Director: Jorge Colon
Director of Photography: Christian Cottet
Music: Makeabeat Productions and The Lodge