Farmers Insurance & Sesame Street: Celebrating 50 Years of Experience | Clapboard

We Know From Experience

Farmers Insurance partnered with Sesame Street to celebrate the iconic show's 50th anniversary through a compelling campaign called We Know From Experience, released in the United States in September 2019. Created by the ad agency RPA, this film campaign blends the trusted reliability of Farmers Insurance with the beloved characters of Sesame Street, delivering an engaging message that resonates with a broad audience. The campaign features three commercials, two of which uniquely reenact real-life Farmers claims starring Sesame Street’s familiar furry characters, effectively merging authenticity with playful storytelling. These spots are strategically scheduled to air on major broadcast networks such as NBC and CBS during high-profile sporting events including college football, MLB, and NFL games, alongside in-theater placements that maximize audience reach. Amplifying the campaign’s presence, a robust digital and social media strategy was executed by media agency Zenith, with targeted placements across platforms like Hulu and Buzzfeed. This comprehensive approach not only increases visibility but also directs viewers to a specially designed Sesame Street-themed Farmers landing page, offering exclusive videos and behind-the-scenes content to deepen engagement. Overall, the campaign leverages the emotional connection of Sesame Street’s legacy and the trusted experience of Farmers Insurance to build brand affinity and awareness in an innovative and memorable way, reflecting a seamless integration of professional services advertising with culturally resonant storytelling. { "campaign_title": "We Know From Experience", "brands": ["Farmers Insurance", "Sesame Street"], "ad_agency": "RPA", "media_type": "Film", "industry": "Professional Services", "media_assets_count": 3, "launch_date": "September 2019", "countries": ["United States"], "key_channels": ["NBC", "CBS", "Hulu", "Buzzfeed", "In-theater"], "media_agency": "Zenith", "target_event_placements": ["College Football", "MLB", "NFL"], "campaign_highlights": [ "Integration of Sesame Street characters into Farmers Insurance claims reenactments", "Three commercials with two featuring real-life claims", "Digital and social media support driving traffic to themed landing page" ], "vp_pr_director": "Britt McColl" }

Credits

Client

Farmers Insurance, Sesame Street

Agency

RPA

Production House

Station Film

Post Production

Cut+Run

Vfx Studio

Jogger

Music

Lime Studios

Director

Seyi Peter-Thomas

Farmers Insurance partnered with Sesame Street to mark the latter’s 50th anniversary through a campaign that leverages nostalgic and trusted characters to reinforce the brand’s core proposition: reliable expertise supported by real experience. By integrating well-known Sesame Street figures into reenactments of actual Farmers claims, the campaign underscores Farmers’ promise of knowledgeable, dependable service in navigating insurance needs. This approach humanizes the professional services brand by combining familiarity with authenticity, positioning Farmers as an insurer that understands and empathetically handles customers’ real-life challenges. The market strategy capitalizes on cultural relevance and cross-generational appeal by aligning with Sesame Street’s milestone celebration, thereby expanding Farmers’ resonance beyond traditional insurance messaging. Targeting broad U.S. audiences, especially those engaged with family-friendly content, the campaign skillfully interweaves narrative storytelling with familiar visuals during high-profile broadcast events like college football, MLB, and NFL games. This multi-channel deployment—spanning network television, digital platforms such as Hulu and Buzzfeed, and a dedicated themed landing page—amplifies reach and engagement, encouraging deeper exploration through behind-the-scenes content. The collaboration’s creative angle merges Sesame Street’s trusted, warm image with Farmers’ expertise-driven communications, making complex insurance claims relatable and accessible. Overall, the campaign uses cultural alignment and narrative authenticity as levers to strengthen brand trust and awareness within a competitive professional services landscape.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign most closely aligns with Format #8 because it centers on integrating Sesame Street’s iconic, recurring characters—well-known and beloved media celebrities—into the world of Farmers Insurance. Rather than a pure story-driven arc or simple demonstration, the creative leverages the instant recognition, warmth, and trust associated with Sesame Street characters to reenact real Farmers claims, enhancing memorability and brand recall. The “We Know From Experience” theme reinforces ongoing brand expertise through these celebrated characters, marrying two trusted “personalities” (Sesame Street Muppets and the Farmers brand) in a way that is primarily about celebrity-character endorsement and use, not merely narrative storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. State Farm – Market Positioning State Farm positions itself as America’s trusted and customer-focused insurance provider, emphasizing personalized service through a vast network of agents. Their campaigns highlight reliability, community involvement, and claims responsiveness, reinforcing a strong local presence and emotional connection with policyholders. 2. Allstate – Market Positioning Allstate differentiates through its “You’re In Good Hands” promise, focusing on protection and security with innovative products and digital tools. Their branding stresses proactive risk management and empowerment of customers to prevent losses, backed by strong national advertising and technology-driven customer experiences. 3. GEICO – Market Positioning GEICO stands out with a fun, approachable brand personality characterized by humor and memorable mascots like the Gecko. Their strategic angle centers on affordable rates, easy online access, and quick quotes, appealing primarily to cost-conscious and digitally savvy consumers. 4. Progressive – Market Positioning Progressive leads with its innovative use of technology and data-driven solutions, including usage-based insurance and instant quotes. Their positioning targets a diverse, price-sensitive audience by promoting transparency, comparison tools, and a disruptive, modern approach to insurance shopping. 5. Nationwide – Market Positioning Nationwide emphasizes comprehensive coverage with a focus on financial security and peace of mind. Their brand message centers on being a reliable partner for life’s milestones, integrating community support and personalized service to build long-term customer relationships.