Indiana Farm Bureau Insurance Makes the Case for Human Connection with ‘Real People Are Better’

Insurance has become increasingly impersonal—long waits, hold music, and being passed from person to person. Indiana Farm Bureau Insurance’s new campaign, “Real People Are Better,” argues that’s exactly the problem.
Created by Young & Laramore, the work taps into a simple, familiar truth: humans like other humans. In a category dominated by complicated processes and automated interactions, the brand is positioning something “genuinely valuable and increasingly rare”—a dedicated agent who knows your name, understands your needs, and doesn’t pass you off every time you call.
The campaign brings this distinction to life by directly contrasting impersonal insurance experiences with a more relational approach. That tension plays out across a series of humorous spots, including radio, where everyday relationships begin to mimic broken systems—barbers handing off clients mid-haircut, moms putting their kids on hold, and conversations rerouted like call centers. The absurdity underscores just how normalized these frustrating experiences have become.
As Bryan Judkins, partner and executive creative director at Young & Laramore, explains: “There’s a real tension at the center of this campaign: insurance has become more impersonal at the very moment we need a person most. Indiana Farm Bureau Insurance offers something genuinely valuable and increasingly rare. A dedicated agent who knows you, helps you, and stays with you. That’s a feature. That’s also a philosophy.”