RPA's University of Farmers Campaign Continues with Pair of TV Spots Starring J.K. Simmons

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Santa Monica, Calif., Sept. 19, 2011—Farmers Insurance is launching two new TV commercials in its successful University of Farmers® campaign developed by RPA and starring actor J.K. Simmons as Professor Nathaniel Burke. These spots, which add to a catalog released since last September, continue promoting Farmers Insurance by playfully highlighting the expert advice that its knowledgeable agents dispense after receiving in-depth training at the actual University of Farmers in Agoura Hills, Calif.

"The University of Farmers campaign has been a lot of fun to develop. And more importantly, the campaign is really working," said RPA CD Tom Hamling. "Brand awareness is way up and people are beginning to see why Farmers has the best agents in the industry and the top training organization in the world."

To give viewers a sense of the real-life training that agents receive at the University of Farmers, RPA called on an all-star cast of directors. One of the new 30-second spots, "Critters," is directed by Academy Award®-nominated husband-and-wife team of Jonathan Dayton and Valerie Faris, who directed several previous spots for the campaign. In the spot, Professor Burke and America's finest agents demonstrate their road-kill expertise. Remarkably, the spot is completely live action, with a real deer, caribou, turtle, porcupine and other creatures appearing alongside the cast. "We actually had all of those animals in the room at the same time. Humor-wise, that's much more interesting than animatronics or CG," said Hamling.

O Positive Director David Shane, who already had a pair of University of Farmers credits to his name, shot "Celebration," in which Professor Burke and America's finest agents celebrate being a part of the No. 1 corporate training program in the world by dousing one another with a well-known sports drink.

RPA CD Laura Hauseman said, "We have been super fortunate to work with talented directors as we moved from phase one, focusing on expertise, and moving to phase two, where expert advice is emphasized. Based on the campaign's great success so far, we're looking forward to continuing with the University of Farmers concept."

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Credits

"Celebration" first air: 9/3/11

Agency: RPA

ECD: Joe Baratelli

GCD: Pat Mendelson

CD: Laura Hauseman

CD: Tom Hamling

AD: Katie Carlile

CW: Chris Juhas

Agency EP: Gary Paticoff

Agency Senior Producer: Selena Pizarro

Agency Producer: Lyndsey Wilson

Production Co: O Positive

Director: David Shane

DP: Toby Irwin

EP: Marc Grill

Line Producer: Ken Licata

Production Designer: Andy Reznick

Editorial Company: Spot Welders

Editor: Haines Hall

Assistant Editor: Paul Sabater

EP: David Glean

Post Producer: Shada Shariatzadeh

Telecine Company: Company 3, Santa Monica, CA

Telecine Artist: Stefan Sonnenfeld

Telecine EP: Rhubie Jovanov

Visual Effects Company: Public

Lead Flame Artist: James Allen

Visual Effects Producer: Marlo Kinsey

Visual Effects Executive Producer: Kim Nagel

Title Design: Laundry!

CD(s): Anthony Liu, PJ Richardson

EP: Michael Bennett

Producer: Matthew Loranger

Audio Post Company: Eleven Sound

Audio Post Mixer: Jeff Payne

Music Company: Elias Arts, LA

Composer/Arranger: Jonathan Elias

EP: Ann Haugen

Creative Director: Dave Gold

"Critters" first air: 9/19/11

Agency: RPA

GCD: Pat Mendelson

CD: Laura Hauseman

CD: Tom Hamling

Agency EP: Gary Paticoff

Agency Senior Producer: Selena Pizarro

Production Co: Bob Industries

Director: Jonathan Dayton / Valerie Faris

DP: Chris Soos

EP(s): Chuck Ryant, TK Knowles, John O'Grady

Line Producer: Bart Lipton

Production Designer: Jeremy Hindle

Editorial Company: Spot Welders

Editor: Haines Hall

Assistant Editor: Paul Sabater

EP: David Glean

Post Producer: Shada Shariatzadeh

Telecine Company: Company 3, Santa Monica, CA

Telecine Artist: Stefan Sonnenfeld

Telecine Executive Producer: Rhubie Jovanov

Visual Effects Company: Public VFX

Visual Effects Supervisors/Lead Flame Artists: James Allen & Chris

Noellert

CG Supervisor: Michael Shelton

Visual Effects Producer: Marlo Kinsey

Visual Effects CD: Tony Smoller

Title Design: Laundry!

CD(s): Anthony Liu, PJ Richardson

EP: Michael Bennett

Producer: Matthew Loranger

Audio Post Company: Lime Studios

Audio Post Mixer: Rohan Young

EP: Jessica Locke

Music Company: Elias Arts, LA

Composer/Arranger: Jonathan Elias

Executive Producer: Ann Haugen

Creative Director: Dave Gold

About RPA

RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit

http://www.rpa.com

.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com

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