This campaign re- launches the Farmers Insurance brand by tapping into the range of human emotions one experiences after the unexpected happens; rich territory that until now has gone virtually unexplored.Through these ads Farmers sought to own "empathy" in the category by positioning their unique Help Point service as proof of understanding how it feels to cope with the chaos in one's life after a loss or accident. The promise was to remove that chaos quickly with a single phone call. Summed up in the new, more poignant tagline, "Sanity makes a comeback", Farmers is the insurance company that "gets it". It not only understands but cares how customers feel.