During the Olympic broadcast tomorrow, Farmer's Insurance and RPA will debut another entry to its "We Know From Experience" campaign, and, along with it, a new kind of athlete --"Mer-Mutts."
The campaign, which stars Farmers' longtime spokesperson and Oscar-winning actor J.K. Simmons, illustrates near-catastrophic situations inspired by real-world claims handled by the company's representatives. The new one may be the weirdest we've seen to date. Inspired by a claim from Feb. 3, 2013, it features a house that is flooded after some wily pups accidentally turn on the faucet in the kitchen sink. (Dogs seem to be huge, accident-prone culprits, as seen in a previous ad.)
Paying homage to the big games, the mischievous canines revel in their mistake and go on to perform a synchronized swim in the ranks of Busby Berkeley. MJZ's Craig Gillespie ("Million Dollar Arm," "Lars and the Real Girl") directed the spot.
The campaign also has a social component, the "Flooded House Dog Diving Competition," in which the mutts will compete within the living room of the drenched house. The competition wil play out on promoted video ads, Facebook 360 and petcam-style films on Farmers Insurance's "Hall of Claims" website (also a great resource for seeing more of the company's most unbelievable claims) .