Farmers Insurance launched series of Action-Packed Spots.

Launched on Friday, August 8, during the 2008 Summer Olympics Opening Ceremony broadcasted on Telemundo: New Spanish-language television spot for Farmers Insurance with esteemed international actor Edward James Olmos continuing in his role as spokesperson for the brand. This is the latest incarnation of what has been a very successful campaign in both breaking through the clutter of conventional insurance advertising and in positioning Farmers as a leading provider of insurance for Latinos.

Breaking through the clutter in a very competitive category and connecting with the fast-growing Hispanic consumer market has continued to be a priority for Faye McClure, Farmers vice president of Strategic Marketing. In her position as an officer for the nation’s third-largest insurer of automobiles and homes, McClure’s experience and insight helped provide strategic direction for the new campaign. “With this latest effort, we developed tailored messaging and creative to strategically reach our desired target. This latest campaign moves us closer to reaching our goal of becoming the leading insurance provider for Latinos in the United States,” she said.

Renowned director, Martin Weisz of “The Hills Have Eyes 2” fame and the upcoming movie “Clock Tower” was thrilled to shoot this, his fifth spot for Farmers Insurance. Appropriately titled “Adventure,” the action footage was filmed on location in Veracruz, Mexico earlier this year.

The commercial is a 30 second “mini-movie” featuring many outstanding special effects, showing the contrast between action sequences on a movie set and real life. This follows the theme of previous years’ award-winning commercials, with Olmos reliving the role as Farmers’ action-hero spokesperson. Olmos reminds consumers that unlike movies, anything can happen in real life, and Farmers is there for those situations.

“We are proud to be represented by Mr. Olmos, a true champion among us. Like him, we at Farmers understand and are committed to servicing the Latino community,” said Luisa Acosta-Franco, AVP Emerging Markets for Farmers. “Now in the 3rd year of our partnership, Olmos helped us create another exciting spot sure to resonate in our consumers’ minds.”

“If Farmers isn’t the number one insurance company among Latinos, it will be,” said Olmos. “And it won’t be because I’m the spokesperson for the company, but because Farmers is really committed to reaching out to the Hispanic community.”

And the sentiment echoed on the creative side was just as embracing: “Filming in the jungles of Mexico, choreographing a live tiger and nomadic horsemen was an amazing adventure in itself,” said Peter Sanchez, Associate Creative Director for Accentmarketing, Farmers’ Hispanic Agency of Record. “The fact that both Farmers and Edward James Olmos are willing to expand the traditional understanding of insurance advertising allows us to continue with innovative and impactful creative executions.”

Advertising that has been successful for the brand since its 2006 launch: “The work speaks for itself. We’ve seen three years of consecutive and significant growth in key measures and are confident that ‘Adventure’ will further feed this trend,” said Alice Rivera, VP Account Group Director for Accentmarketing.

“Our partnership with Accentmarketing has helped us elevate our brand among Latinos to unprecedented levels,” said Luis Sahagun, Farmers’ Emerging Markets Advertising Manager. “We are confident that the new ‘Adventure’ spot will continue to build on the outstanding results that we have enjoyed thus far.”