{"id":18719,"date":"2026-07-30T11:29:13","date_gmt":"2026-07-30T15:29:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=18719"},"modified":"2026-07-30T11:31:57","modified_gmt":"2026-07-30T15:31:57","slug":"welcome-to-retirement-professor-burke","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/welcome-to-retirement-professor-burke\/18719\/","title":{"rendered":"Welcome To Retirement, Professor Burke"},"content":{"rendered":"\n<em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em>\n\nAfter 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. The <a href=\"https:\/\/www.farmers.com\/\" target=\"_blank\" rel=\"noopener\">Farmers Insurance<\/a> spokescharacter, played by actor J.K. Simmons, is officially in retirement.\n\n<img decoding=\"async\" class=\"aligncenter wp-image-23261 size-full\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/07\/farmers_insurance_professor_burke_retirement_3.png\" alt=\"\" width=\"900\" >\n\n\u201cThe truth is, it\u2019s not only about me. Farmers has the real <a href=\"https:\/\/www.facebook.com\/reel\/2080723755847327\" target=\"_blank\" rel=\"noopener\">insurance knowledge<\/a>,\u201d Burke said in a video posted on the Farmers Insurance Meta account.\n\nThe Professor isn\u2019t even a full month into his next chapter and we\u2019re already missing this iconic proxy for Farmers Insurance agents. PopIcon spoke to a Farmers Insurance representative to learn more about their new, pink \u201cHonesty Is Our Policy\u201d campaign, the decision to retire Professor Burke, and why you should never say never to the idea the Professor might \u201cun-retire.\u201d (ICYMI, we did a deep dive into <a href=\"https:\/\/advertisingweek.com\/retirement-doesnt-suit-brand-mascots\/\" target=\"_blank\" rel=\"noopener\">how long brand mascots, and spokescharacters, stay retired<\/a> and the timeline tends to be on the short side for many advertising icons. Do with that bit of information what you will.)\n<h2><strong>Can you share a bit more with us about the new &#8220;Honesty Is Our Policy&#8221; campaign and having Professor Burke retire?<\/strong><\/h2>\nWe\u2019ve had a great time with Professor Burke and are grateful to J.K. Simmons for bringing the character to life, but all professors reach their tenure, and we\u2019ve retired him from the new campaign.\n\n\u201cHonesty Is Our Policy\u201d marks the beginning of a new era for Farmers. Consumer research showed many people find insurance difficult to understand, compare and evaluate. We saw an opportunity to lean into our existing strengths as an enterprise and design brand and customer experiences that reflect our longstanding commitment to clarity, transparency, and honesty.\n\nThe campaign introduces a new voice for Farmers: direct, confident, insightful and refreshingly candid. We are evolving the iconic jingle from \u201cWe Are Farmers\u201d to \u201cYou Have Farmers,\u201d flipping the focus from the brand to the customer. And, because saying we\u2019re different isn\u2019t enough, Farmers also looks distinctly different \u2013 from its past and from the category \u2013 with an impossible-to-ignore pink, and a new brand asset in the Choir.\n<h2><strong>Let\u2019s look back to 2010 when Professor Burke made his debut. What went into the decision to give Farmers its own spokescharacter?<\/strong><\/h2>\n<img decoding=\"async\" class=\"aligncenter wp-image-23259 size-full\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/07\/farmers_insurance_professor_burke_retirement.png\" alt=\"\" width=\"900\" >\n\nWhen Professor Burke debuted in 2010, the idea was to create a memorable character who would act as a proxy for the experienced Farmers Insurance agency owners who help make customers smarter about insurance in communities across the country every day.\n\nConsumers immediately connected with the clever and quirky Professor Burke, who helped reinforce Farmers Insurance\u2019s position as an experienced insurer with knowledgeable and industry-leading agents.\n<h2><strong>Can you share some of Professor Burke\u2019s biggest moments?<\/strong><\/h2>\nOne standout moment came during the 2015 Academy Awards ceremony when host Neil Patrick Harris congratulated J.K. Simmons on his Best Supporting Actor win with a playful twist on the Farmers jingle, singing&nbsp;<em>\u201cHe won an Oscar, bum ba-dum bum bum bum bum!\u201d<\/em>\n\n<img decoding=\"async\" class=\"aligncenter wp-image-23257 size-full\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/07\/farmers_insurance_professor_burke_sesame_street.png\" alt=\"\" width=\"900\" >\n\nRather than define Professor Burke&#8217;s &#8220;greatest hits&#8221; ourselves, we&#8217;d leave that to the audiences who embraced the character for 16 years. Everyone seems to have their own <a href=\"https:\/\/popicon.life\/see-what-happens-when-farmers-insurance-sends-professor-burke-to-sesame-street\/\" target=\"_blank\" rel=\"noopener\">favorite Professor Burke moment<\/a>, and we\u2019re grateful for the connection he built with consumers throughout his tenure with the brand.\n<h2><strong>Dos Equis brought back the iconic The Most Interesting Man in the World some 10 years after retirement this year. If we look ahead to 2036, could this happen with Professor Burke?<\/strong><\/h2>\nNever say never, but for now, Professor Burke has earned a well-deserved retirement. We are focused on the new campaign and excited about what\u2019s next for Farmers.\n<h2><strong>Do you have anything to add as a &#8220;happy trails&#8221; message as Professor Burke kicks off his retirement?<\/strong><\/h2>\nProfessor Burke has been a strong and recognizable part of the Farmers brand for many years, bringing a sense of wisdom, personality and humor to conversations about insurance.\n\n<img decoding=\"async\" class=\"aligncenter wp-image-23263 size-full\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/07\/farmers_insurance_professor_burke_retirement_5.png\" alt=\"\" width=\"900\" >\n\nAs a spokescharacter for Farmers, he helped generations of consumers learn a little more about insurance while making them smile along the way. We wish him all the best in retirement and thank J.K. Simmons for helping make the character such a memorable part of our history.\n\n<strong>Image Credit: Farmers Insurance<\/strong>\n\n<strong>About the Author<\/strong>\n\nHeather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.\n","protected":false},"excerpt":{"rendered":"<p>After 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. The Farmers Insurance spokescharacter, played by actor J.K. Simmons, is officially in retirement.<\/p>\n","protected":false},"author":7,"featured_media":18720,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-18719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Welcome To Retirement, Professor Burke | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/welcome-to-retirement-professor-burke\/18719\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Welcome To Retirement, Professor Burke\" \/>\n<meta property=\"og:description\" content=\"After 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. 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