The Farmers Insurance jingle signals imminent disaster for self-aware customers in brand's latest ads
Tales of real-life claims continue with some breaking of the fourth wall
Jan 09, 2020
The Farmers Insurance jingle is a chorus that signals imminent disaster. Anyone who hears that “Bum ba-dum bum bum bum bum” is about to witness a (probably dangerous) catastrophe—though everything will turn out alright in the end. Whether it’s errant lightning strikes, car crashes or construction accidents, Farmers has been cataloguing actual insurance claims in its campaigns for years.
Now the jingle makes the jump to “real life.” In the latest spots from RPA, Farmers customers get an early tip off that something is about to go wrong when the telltale earworm pops up. A gamer gets a lucky break from chores, and a florist goes bug-eyed when she hears it while driving.
And just a few weeks before he hits the links at Torrey Pines for the Farmers Insurance Open, pro-golfer and long-time Farmers spokesman Rickie Fowler recreates a bad day for his car from back in 2017.
According to the brand’s research, incorporating the jingle earlier in the spot pulls viewers in sooner. Farmers rolled out the premise with a single spot last year featuring a happy-go-lucky metalhead with a lead foot. The campaign is running on Facebook, Instagram and in digital pre-roll and mid-roll placements.