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State Farm® Launches New Asian Creative Across Multiple Channels

Late this summer, State Farm will release two new spots targeted at the growing U.S Asian market. Smart Living and Intuition, tell humorous stories that are built on cultural insights around Asian Americans' tech savviness and family dynamics. The spots feature real State Farm agents as cast members. Along with broadcast, the creative is running in English and in-language across Asian print and digital platforms with the intent of generating positive associations that reach a wide demographic of Asian Americans.

Smart Living, features a spooky twist that raises the question, “Can a Smart Home be too smart?” Smart living is also a way of life for most Asian Americans, who are among the first to embrace and adopt new technology. In the spot, a voice-controlled device, SAL, is a menace to an Asian American couple as he masterminds a series of comedic accidents. But with State Farm agent Amy on their side, the couple knows that State Farm is here to help life go right.

Intuition takes the familiar story of parents-know-best and gives it a humorous Asian Indian cultural perspective. When parents come visiting, their advice doesn’t always get the most enthusiastic response. In the spot, the parents’ advice leads to comedic results and even unwanted accidents, but State Farm agent Anu has their back when things go wrong and is there to help life go right. The spot will be released on September 3rd.

“We are always looking for ways to build meaningful relationships with multicultural consumers through cultural insights,” said Ed Gold, Advertising Director, State Farm. “This creative work strikes a balance of providing information while recognizing and respecting cultural nuances.”

José Suaste, Executive Creative Director at fluent360, State Farm multicultural marketing agency, added, “We really wanted humor to drive these stories in a way our audiences could completely see themselves.”

“A fundamental part of the creative process was getting the team to write simplified scripts that allowed the talent some improvisational freedom. I’m really pleased with the final edit, but even the outtakes were hilarious,” said Jeff Lin, Executive Director, fluent360.


About fluent360:

fluent360 unfolds the power of cultural influence for leading brands. Equal parts integrated marketing agency and cultural hub, we specialize in giving brands a resonating voice to effectively speak to various cultural segments– both ethnic and consumer niche followings. As a multi-talented, multicultural agency, we offer a full spectrum of communication services from our Chicago, Nashville and New York City offices. fluent360 works closely with its Asian American arm Admerasia, to develop strategy, conceptualization, and executions for clients. For more information about fluent360, please visit For more information about Admerasia, please visit

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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