It began with a single :30 ad for both television and online, called "Mer-mutts." Based on a real claim that Farmers Insurance covered, and chosen to debut during the thematically-appropriate summer Olympics games, it was a big hit with both the public and press.
To extend the idea even further online, we created a series of videos that each highlighted a different mer-mutt athlete as they executed their dives, along with play-by-play commentary narrating the action. We called it, "The Flooded House Dog Diving Competition."