Indiana Farm Bureau Insurance launched We're Good in 2024 via Young & Laramore, debuting regionally during Super Bowl LVIII with three humorous films anchored
Indiana Farm Bureau Insurance Bets on Agents in We're Good
Indiana Farm Bureau Insurance launched "We're Good" in February 2024, a regional integrated campaign created by agency of record Young & Laramore that debuted during Super Bowl LVIII in Indiana markets and positions the brand's local agents as the defining differentiator in a crowded insurance category.
The campaign centres on a recognisable human truth: insurance moments are often mundane, occasionally absurd, and almost always unexpected. Three short films — titled "Sleep Water Kayak," "Gazebo Chainsaw Car," and "Sleepmowin" — dramatise those everyday incidents with observational humour, then resolve each scenario by spotlighting the reassuring competence of an IFBI agent. The tone is warm and self-aware rather than dramatic, a deliberate departure from the high-concept spectacle that dominates national insurance advertising.
Geographically, "We're Good" is built for Indiana. Its Super Bowl LVIII debut placed it in regional market slots across the state, and its subsequent rollout concentrates on the greater Indianapolis area across broadcast and digital video. According to reporting from mediapost.com, the campaign's media plan specifically targets high-attention sporting contexts including March Madness, Indiana Pacers games, Indianapolis Colts games, and Indiana high-school athletics — environments where IFBI's core audience is already engaged. The campaign's strategic logic rests on consistent, contextually relevant presence across Indiana rather than a single high-cost national impression, making the Super Bowl placement a launchpad rather than a destination.
Indiana Farm Bureau Insurance has worked with Young & Laramore as its agency of record since 2010, according to yandl.com. That continuity matters: "We're Good" does not represent a clean strategic break but rather an evolution from the long-running "Stop Knocking on Wood" platform, which Young & Laramore developed around 2014–2015 and which had been part of IFBI's brand identity since at least 2011, per ibj.com. Where "Stop Knocking on Wood" addressed the superstition around inviting bad luck, "We're Good" shifts the emphasis toward the moment after something has already gone wrong — and the agent who makes it right.
The strategic rationale is sharpened by competitive pressure in the United States insurance market. According to Content Naic, US property and casualty insurers generated approximately $1.1 trillion in direct written premiums in 2024, with personal lines accounting for roughly half of total direct written premiums. Within that market, State Farm held approximately 25% market share, according to moneygeek.com, making it the dominant incumbent that regional carriers must navigate around rather than confront directly. Allstate, another major national competitor, competes aggressively on advertising volume in markets including Indiana. According to sapiens.com, personal auto insurers more than doubled their advertising expenditure in 2024 as profitability improved and carriers competed to expand market share in the United States.
IFBI's answer to that pressure is not outspending national rivals but out-relating them. By anchoring "We're Good" to the specific life stages — buying a first home, raising a family, ageing into new risks — that its Indiana-based agents genuinely understand, the campaign claims a credibility territory that State Farm and Allstate's mass-market creative cannot easily replicate.
Three films form the creative backbone of "We're Good." Each is built around a specific insurance incident rendered with deadpan specificity: a lawnmower running autonomously while its owner sleeps in "Sleepmowin," a chainsaw meeting a gazebo near a car in "Gazebo Chainsaw Car," and a watercraft-adjacent mishap in "Sleep Water Kayak." The naming convention itself signals the campaign's sensibility — compound, matter-of-fact, faintly absurd.
All three films were directed by Ryan Ebner through production company ArtClass Content, according to yandl.com and shots.net. Ebner's approach prioritises character specificity over comic escalation: the humour in each spot arrives not from exaggerated mishap but from the recognisable human reaction to it, which makes the transition to the agent's calm competence feel earned rather than convenient. The result is a tonal register that Bryan Judkins, Executive Creative Director at Young & Laramore, described with precision. As reported by shots.net and mediapost.com, Judkins stated: "Insurance is a pretty crowded category for TV advertising, especially during the Super Bowl. So how do we help a regional insurance company make its mark in such a competitive field? By creating a national-looking campaign filled with entertaining characters, thoughtful insights and relatable, observation-driven humour."
That phrase — national-looking — is the key creative brief. In the United States, regional advertisers frequently concede production quality to national competitors. "We're Good" refuses that concession. The cinematography, casting, and editing sit comfortably alongside the category's biggest spenders, ensuring that IFBI's Super Bowl LVIII regional placement does not read as a local insert but as a fully formed brand statement. The campaign's integrated designation reflects its extension across broadcast and digital video throughout Indiana, where consistent visual and tonal identity across multiple sports media environments amplifies the initial Super Bowl impression.
No third-party verified performance data for the "We're Good" campaign — such as independently audited reach figures, conversion rates, or brand-lift studies — is publicly available at the time of writing. What the campaign's structure does reveal is a clear investment in sustained brand equity rather than short-term response mechanics.
The Super Bowl LVIII regional placement in Indiana secured an unusually attentive audience for a first impression. According to swissre.com, direct premiums in the United States grew approximately 9.7% year over year in 2024, reflecting an environment in which consumers were actively re-evaluating insurance relationships — a context that makes brand salience especially valuable. IFBI's decision to extend "We're Good" into March Madness, Pacers, Colts, and Indiana high-school athletics programming, as documented by mediapost.com, creates repetition across high-dwell-time viewing occasions throughout the state, which is structurally well-suited to the kind of memory encoding that drives insurance brand consideration over time.
The campaign's Clapboard Score of 59 out of 100 reflects solid creative craft and a coherent strategic position that is appropriately calibrated to a regional market, offset by the inherent ceiling of a geographically constrained campaign in a category where national competitors command disproportionate share of voice. The agent-centric proposition is distinctive and defensible within Indiana; its impact beyond that market is structurally limited by the campaign's intentional regional focus.
"We're Good" is a 2024 integrated campaign by Young & Laramore for Indiana Farm Bureau Insurance. It launched regionally during Super Bowl LVIII in Indiana markets. Three humorous films — "Sleep Water Kayak," "Gazebo Chainsaw Car," and "Sleepmowin" — highlight IFBI's agents and their personalised support across clients' life stages.
Young & Laramore created "We're Good" for Indiana Farm Bureau Insurance. Young & Laramore has served as IFBI's agency of record since 2010, according to yandl.com. Bryan Judkins served as Executive Creative Director, and director Ryan Ebner shot all three films through production company ArtClass Content.
"We're Good" first aired during Super Bowl LVIII on February 11, 2024, in regional Indiana markets. Following that debut, the campaign extended across Indiana with a concentration on the greater Indianapolis area, running across broadcast and digital video including March Madness, Pacers, Colts, and Indiana high-school athletics programming.
"We're Good" evolved from the "Stop Knocking on Wood" platform rather than replacing it entirely, per yandl.com and ibj.com. Where "Stop Knocking on Wood" addressed the anxiety of inviting bad luck, "We're Good" focuses on the moment after an incident occurs and the IFBI agent who resolves it with expertise and care.
The Clapboard Score for "We're Good" is 59 out of 100. The score reflects strong creative craft and a well-defined regional strategy built around IFBI's agent proposition, balanced against the structural limitations of a geographically focused campaign competing in a United States insurance market dominated by national advertisers.
IFBI used Super Bowl LVIII as a regional launchpad to maximise first-impression impact within Indiana rather than seeking national reach. As Bryan Judkins of Young & Laramore noted via shots.net and mediapost.com, the goal was creating a national-looking campaign that could compete visually and tonally with major insurance advertisers on one of television's highest-attention stages.
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