News | MARK GILBERT | ADWEEK

A new campaign for Farm Bureau by director Mark Gilbert proves that algorithms still can’t quite match a bit of humanity.

Shopping for insurance online can feel so impersonal, it’s like trying to connect emotionally with a robot, says a new campaign from a firm promising a more human touch. In two 30-second TV ads from Farm Bureau Financial ServicesThe Richards Group, and Station’s Mark Gilbert, a distracted android plays the comic villain, representing a generic “Insurance Corporation.”

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Farm Bureau "Caffeine"

Farm Bureau "Truck"

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