Indiana Farm Bureau Insurance urge fans to stop knocking on wood in new Super Bowl ad.

Immediately before the kickoff of this year’s Super Bowl XLIX, the latest creative installment of Indiana Farm Bureau Insurance “Stop Knocking On Wood” campaign will debut in markets across Indiana — a teaser spot will run the night before. Introducing the “slow knock,” a tongue in cheek nod to the “slow clap,” the work targets a younger demographic than in the past and urges them to stop knocking on wood and simply hoping that if anything bad happens they’ll be covered by their insurance.

The work will also be supported by digital media buys targeting primetime programming on both Hulu and CBS.com and a social media push that includes trivia questions, infographics, “slow knock” tutorials and more.

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