Farmers Insurance is putting clarity at the center of a major new brand platform and enterprise-wide rebrand designed to make coverage easier for consumers to understand.
Created with Dentsu Creative, “Honesty Is Our Policy” is built around a straightforward idea: one of the most important things an insurance company can do is clearly explain what a policy covers, what it does not, and what the fine print actually means.
The effort reflects a broader push by Farmers to respond to changing consumer expectations around transparency, simplicity, and trust. “The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it,” said Eleanor Solomon, Head of Creative for Farmers Insurance.
The new creative voice is direct, confident, and candid. The hero 30-second spot speaks straight to viewers against a bold pink backdrop, stripping away visual clutter to emphasize the company’s commitment to helping people understand insurance.
The campaign also introduces a new brand asset called The Choir, which appears as the work acknowledges the skepticism consumers may bring to insurance advertising. Another major change comes to one of the industry’s most recognizable sonic signatures. The longtime line “We Are Farmers” is evolving into “You Have Farmers.”
The shift turns the familiar jingle from a statement about the brand into a promise to the customer. Rather than simply knowing the Farmers name, the message is now about having access to confidence, support and clearer information. The campaign includes the 30-second Brand Anthem, The Choir and a 15-second spot titled Jinx. Watch below:
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According to Solomon, the company is introducing tools intended to help customers better navigate their options, including clearer coverage summaries, complimentary policy reviews and, in some cases, guidance toward other insurers when Farmers is not the right fit.
Beginning July 13, “Honesty Is Our Policy” will roll out nationally across broadcast, digital, social, out-of-home, experiential and customer touchpoints. Across each channel, the goal is the same: make insurance feel less intimidating, more transparent and easier to act on.
For Farmers, the new platform is less about saying the company is different and more about proving it through simpler communication, clearer tools and a brand experience designed to help customers feel more informed before they need coverage most.
CREDITS:
BRAND: Farmers Insurance
- Eleanor Solomon, Head of Creative
- Carter Crenshaw: Director, Marketing
AGENCY: Dentsu Creative
- Andres Arlia, Executive Creative Director
- Todd Brusnighan, Group Creative Director, Brand
- Byron Wages, Group Creative Director
Jake Reilly, Group Creative Director
David Black, Creative Director - Craig Nelson, Creative Director
- Jaimie Cassidy, SVP Client Leadership
- Jane Wang, Senior Director
- Isabelle Jenkins, Account Executive
- Todd Scheifele, Executive Producer
- Chris Robertson, VP, Integrated Strategy
- Daniel Vera, Associate Producer
- Alica Townsend- Sr. Business Affairs
PRODUCTION COMPANY: Arts & Sciences
EDIT: Cutters
POST/VFX: Gate+
COLOR: Company 3
