Farmers Insurance has launched its campaign for Marvel’s The Avengers to promote its partnership with the highly anticipated summer blockbuster set to premiere on May 4, 2012. Developed by advertising agency RPA, the campaign features actor J.K. Simmons as the illustrious Professor Nathaniel Burke, with his usual six sidekick agents dressed up in homemade Marvel’s The Avengers costumes touting, “We’re the superheroes of insurance!”
“Being associated with the much-anticipated ‘Marvel’s The Avengers’ gives Farmers advertising super-powers,” said John Ingersoll, vice president, advertising of Farmers Group, Inc. “This opportunity lets us have some Super Hero fun with our established University of Farmers characters and shine some Hollywood limelight on our brand.”
In the TV spot, “Suit Up” (watch below) directed by Roman Coppola, Professor Burke and the agents explore the similarities between being a Super Hero and being a super agent. The spot continues with a lighthearted exchange between Professor Burke and his agents, dressed in do-it-yourself costumes representing each of Marvel’s The Avengers characters: The Hulk, Captain America, Thor, Iron Man, Black Widow and Hawkeye. A print ad by Marvel Custom Solutions recreates the TV spot in comic book form and will run in select Marvel comic books in May and June.
“‘Suit Up’ marks the 20th spot in a campaign that has been very fun to develop. Every agent that steps onto the University of Farmers campus comes away with a ridiculous amount of insurance knowledge, so it’s only natural to see our agents turn to super agents at this stage in the game,” said Tom Hamling, creative director at RPA.
Below, you can also check out a 2-minute 30-second behind-the-scenes video.