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Campaign Elements to Run on Show Linear, Digital and Social Presence, as well as NBCUniversal Strategic Partners BuzzFeed and Vox Media


NBC and State Farm today announced a multiplatform, custom content campaign anchored by three creative pieces filmed in the style of “This Is Us.” Beginning January 9, 2018, the content will air during the broadcast of three different episodes of “This Is Us;” complementary content will also be developed for and distributed on the platforms of BuzzFeed and Vox Media, NBCUniversal’s strategic partners.

The three contextually relevant video pieces, created by NBC Creative Partnerships, will use the “This Is Us” flashback and flash forward device from the show to create a natural connection for consumers. In addition to running in “This Is Us,” the content will receive additional distribution through NBCUniversal’s Social Synch offering and will live on a custom page on

“As we continue to evolve the consumer experience with our programs and advertising, we knew that the contextual connection and tone of ‘This Is Us’ with the iconic State Farm brand would resonate with audiences,” said Mark Marshall, Executive Vice President, Entertainment Sales Group, NBCUniversal. “We’re excited to use the powerful 'This Is Us' storytelling to showcase State Farm messaging to multiple generations of viewers.”

To promote the State Farm advertising campaign, NBC and State Farm will also create a social activation that encourages fans of the show to submit photos of special items that have been a part of their own family lore using a co-branded hashtag. To promote this, the “This Is Us” Twitter handle will also post images of meaningful items from the Pearsons’ world to serve as inspiration for fans.

“Throughout our history, State Farm has used storytelling to tell its brand story through advertising,” said Ed Gold, Advertising Director, State Farm. “Collaborating with NBC and 'This Is Us' elevates the emotion of our storytelling and allows us to reach the show’s highly devoted audience.”

BuzzFeed will amplify the custom content videos through BuzzCuts, a new, popular format that creates meme-style cutdowns and social assets tailored specifically by platform and distributed in relevant environment. Additionally, BuzzFeed will create four custom posts inspired by State Farm’s leading auto and home insurance products while tying back to “This Is Us.”

Vox Media will create a branded article that combines “This Is Us” IP with the State Farm consumer messaging that will live on both Vox and Curbed.

OMD is the media agency of record and The Marketing Arm is the entertainment creative agency of record for State Farm.

About NBCUniversal

NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more

About State Farm®:

For over 100 years, the mission of State Farm has been to help people manage the risks of everyday life, recover from the unexpected and realize their dreams. State Farm and its affiliates are the largest providers of auto and home insurance in the United States. Its more than 19,400 agents and 67,000 employees serve over 91 million policies and accounts – including auto, fire, lifehealth, commercial policies and financial services accounts. Commercial auto insurance, along with coverage for rentersbusiness ownersboats and motorcycles, is also available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 44 on the 2023 Fortune 500 list of largest companies. For more information, please visit

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