This first Richards Group effort for Farmers Insurance makes a good case for the company's human touch. Set up as a "true story" about "being ready," the spot avoids the category cliche of explaining how the insurer helped a family rebuild their lives back together after a catastrophe. Instead, it focuses on but Farmers counseled two customers to make specific changes that averted greater damage and heartache before a fire nearly destroyed their home. The camera stays tight on "Will and Mary," tearful Farmers policyholders whose voices betray their emotions as they describe how much worse things could have been. Bart Baker, the insurance agent, explains how a couple of weeks in advance of the fire, he advised the pair on how to minimize potential damage to their home should brush fire occur. "In life, things happen," says the agent as the spot draws to a close. "You've got to be ready for it." The spot introduces a new tagline: "Ready feels good."
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