Young & Laramore is launching a new “Luck Should Have Nothing to Do With It” campaign for Indiana Farm Bureau Insurance, centered around a pair of regional Super Bowl ads.
The 30-second “Adam” introduces a character of that name who “has been considered a pretty lucky guy” his whole life. Right after introducing himself he’s given a coffee on the house and he explains that he’s constantly getting upgrades and winning things (like a costume contest, despite not having a real costume). “But you’re not this lucky, no one is,” Adam concludes, telling viewers to talk to a Farm Bureau agent, since insurance should never be left to chance. The approach is an extension of the brand’s previous “Stop Knocking on Wood” campaign and retains that tagline. A second spot, which will also run regionally during the Super Bowl, “Thirteen” also features Adam, as he explains that he never had a thirteenth birthday, instead skipping straight from 12 to 14, “like a 1930s elevator.” Beyond the two spots, the campaign also introduces Adam on Facebook and Twitter through posts featuring video, photos and GIFs, and the “#StopKnockingOnWood ” hashtag will continue to promote the campaign after the Super Bowl.
Agency: Young & Laramore
President, Chief Strategy Officer: Tom Denari
VP, Account Director: Brad Bobenmoyer
Senior Account Manager: Sara Walker
ECD: Carolyn Hadlock
CD: Trevor Williams
Senior Art Director: Brian Thibodeau
Writer: Sarah Holcombe
Agency Producer: Char Loving
Production: The Directors Bureau
Director: Dugan O’neal