C-E Goes 2 Ways for Farmers

Campbell-Ewald’s latest ads for Farmers Insurance Group go in two different directions: forward and reverse.

Two new TV spots for the home and auto insurer build on the reverse-photography approach used in past efforts, but they strip out imagery such as a house burning or a car crashing. C-E evp and executive creative director Debbie Karnowsky called it the “an anti-clutter approach.”

“Everything you read is about people wanting to simplify life,” said Karnowsky, who has worked on the Farmers’ account since C-E won it in 1996.