Farmers Insurance Group Hispanic campaign with Edward James Olmos goes national.

Farmers Insurance Group announced that actor and community activist, Edward James Olmos will be featured in two action-packed television commercials that will air nationally beginning this month through Accentmarketing.

Directed by Martin Weisz (The Hills Have Eyes II) and filmed on location in Los Angeles by Weird Pictures, the commercials called “Parachute” and “Future” are designed to expand Farmers’ reach and influence to Hispanics across the country.

The new campaign, follows in the theme of last year’s commercials, and features Olmos reliving his role as action-hero/spokesperson for Farmers in two 30 second “mini-movie” roles.

In “Parachute”, the first spot that will be airing, Olmos’ character is thrown from a plane with his hands tied behind his back. As he free falls, two agents come to his aid setting him free and providing him with a parachute helping him land safely. After landing, Olmos walks towards the camera revealing to the viewer that he is on a movie set. He then speaks to the camera noting that in real life people can count on Farmers to come to their aid when they need it most. The aerial scenes were live action shots composed with scenes shot at an airplane hangar and included performances by a professional parachuting stunt team.

In “Future”, Olmos is in a futuristic city being chased by a flying motorcycle that’s shooting at him. He arrives at his home while his person, vehicle and home are being shot at – yet they all remain intact. As in the previous spot, we then see Olmos is on a movie set. He speaks to camera saying that in real life things are not indestructible and that’s why you need Farmers auto, home and life insurance. A unique aspect about this spot, is that 75% of it is digitally composed (CGI), including the bike that chases Olmos.

“Mr. Olmos communicates the “peace of mind” that Farmers Insurance offers consumers in a memorable fashion and Farmers Insurance is pleased to continue the relationship with Latino icon Edward James Olmos,” said Luisa Acosta-Franco, AVP Emerging Markets for Farmers. “Having Mr. Olmos as Farmers’ spokesperson gives us the opportunity to build greater awareness and consideration for Farmers Insurance while connecting with the Hispanic market in a meaningful way.”

“I’m glad that we were able to work with a talent like Mr. Olmos in a different and memorable manner. For that, we created two exciting movie-like stories to demonstrate Farmers’ outstanding customer service and complete insurance offerings”, said Peter Sanchez, Creative Director for Accentmarketing.