• by Fern Siegel , February 27, 2024

The Indiana Farm Bureau Insurance made noise with a regional spot during Super Bowl LVIII in local markets in the state.

Its “We’re Good” campaign, by AOR Young & Laramore, focused on the brand's distinction — its agents — and their understanding of both insurance and the vagaries of life.

Post-Super Bowl, a wider campaign is running across Indiana with a focus on the greater Indianapolis area via broadcast and digital video, including key sporting events such as March Madness, Pacers, Colts and Indiana High School athletics.

Insurance is a pretty crowded category for TV advertising. Especially during the Super Bowl. So how do we help a regional insurance company make its mark in such a competitive field? By creating a national-looking campaign filled with entertaining characters, thoughtful insights and relatable, observation-driven humor. And maybe an upside-down car, too,” Bryan Judkins, executive creative director, Young & Laramore, told Agency Daily.

The ads “Sleep Water Kayak,” “Gazebo Chainsaw Car” and “Sleepmowin” can be viewed at this link.

The three-spot campaign highlights surprising, even crazy moments where insurance — and understanding —  are essential.

“Y&L was able to perfectly capture this and show that dedication in action. These spots are a fun, memorable way to highlight our agents’ relationships with the wide variety of clients they work with and to show their commitment to providing the most personalized plans possible,” added Kristen Gibson, director, advertising and brand strategy, Indiana Farm Bureau Insurance.

The agency's client roster includes Bit-O-Honey, Brizo, Paddletek and Hotel Tango Distillery.

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