Farmers Insurance and “Sesame Street” join forces in a new campaign that integrates the show’s characters into the world of Farmers' “We Know From Experience” initiative.

The campaign includes three commercials created by creative agency RPA, that features real-life Farmers claims reenacted with characters from “Sesame Street.” Spots will air on broadcast networks NBC and CBS during college football, MLB and NFL games. Ads will also run digitally on Hulu and Buzzfeed, placed by media agency Zenith.

“For more than 90 years, education has been a key component of Farmers efforts to help make a positive impact in our communities,” says Leesa Eichberger, head of brand marketing, Farmers Insurance. “The opportunity to work with one of the most engaging and educational programs, ‘Sesame Street,’ and its cherished characters to help people learn a thing or two from Professor Burke was a natural fit for Farmers.”

Farmers is also a sponsor of a short-form video series on “Sesame Street’s” YouTube channel. The series, created and produced by Sesame Workshop, focuses on problem-solving skills.

“We’re incredibly pleased to work with Farmers on new content that encourages families to be healthy and safe,” says Scott Chambers, senior vice president/general manager, educational media and licensing, North America, Sesame Workshop. “Farmers’ support of the new YouTube series allows us to extend our mission of helping kids grow smarter, stronger and kinder.”

The initiatives are an extension of Farmers’ “We Know From Experience” campaign which builds upon the brand’s practice of finding ways to insert itself into pop cultural moments. In recent years, Farmers has created campaigns around movie award season, seasonal sports, the royal wedding and Halloween.