The Right Kind of Magic

When you combine top-tier celebrities and athletes – like Jimmy Fallon, Ludacris, Caitlin Clark and more–with Jake, the jingle, and a little magic, you get the new creative campaign from State Farm, The Right Kind of Magic!

Premiering on Thanksgiving Day during the Thanksgiving Day Parade broadcast on NBC, Jimmy Fallon will sing the magic jingle to make Jake from State Farm appear in the You’re Joking spot.  

Then on Friday, Nov. 24 (Black Friday), This is Ludicrous with Ludacris and Coffee Break with Caitlin Clark will all air.

The Right Kind of Magic builds on the historical success State Farm has of leveraging top-tier talent and incorporates unique brand assets like the State Farm jingle and Jake from State Farm. It is the most comprehensive creative launch since the brand refresh and re-introduction of Jake in 2020, and as a full 360-degree marketing campaign, it includes  broadcast, streaming, digital, social, audio, and more-- cutting across general market and sports-specific audiences.

“’Like a Good Neighbor, State Farm is there’ is at the heart of our brand and our mission to help,” says Kristyn Cook, Chief Agency, Sales and Marketing Officer for State Farm. “Our new campaign uses this recognizable brand asset to tell our story. And by collaborating with top celebrities and athletes, our brand can show up at the intersection of sports and culture. That’s where the ‘magic’ happens.”

This campaign shows how State Farm is committed to customers and being there where, when and how they want. In many situations when they aren’t sure where to start, State Farm is there to provide the guidance and coverage they need.