State Farm® kicks off the Big Game with “Stop Livin’ on a Prayer” debut

State Farm is returning to the Big Game with a bold, entertaining commercial designed to get consumers to ask: “Do I really have the coverage I need?”  

Airing in full on Sunday, February 8, the spot transforms Bon Jovi’s iconic anthem “Livin’ on a Prayer” into a humorous parody that encourages viewers to not settle for coverage that makes you feel ‘halfway there.’ By reimagining one of the most recognizable songs of all time, State Farm taps into familiarity and multi-generational appeal to spark conversations around coverage, flexibility and insurance.

The spot boasts an all-star lineup and follows a customer, played by Academy Award–nominated actress Hailee Steinfeld, as she shops for coverage with the fictional “Halfway There Insurance” company. The over-the-top company exaggerates potential common consumer frustrations with their insurance experiences, from confusing terms to impersonal corporate environments, brought to life by Keegan-Michael Key and Danny McBride as the “Halfway There Insurance” representatives that just can’t quite deliver. As the experience quickly unravels, it becomes clear that “Halfway There Insurance” isn't right for Hailee, highlighting the value of choosing the good neighbor brand instead. Adding to the entertainment and music theme, the commercial also features an appearance from Grammy-nominated KATSEYE.

“As one of the most recognizable non-endemic sports brands, we can step into cultural conversations with a wider lens to tell stories creatively that resonate beyond the game,” said Kristyn Cook, Chief Agency, Sales & Marketing Officer at State Farm. “Our spot, ‘Stop Livin on a Prayer’ does just that. It's fun, it's familiar and it's unmistakably State Farm. It gets people to ask an important question, 'Do I really have the coverage I need?’ and reminds them State Farm is there to help with local agents and a digital experience to make things easy."

Beyond the upcoming broadcast, State Farm is extending the campaign through a robust, integrated approach across streaming, television, digital, audio, outdoor advertising, social and influencer channels. Leading up to game day, the brand launched three teaser videos featuring Keegan-Michael Key and Danny McBride in January, along with a dedicated “Halfway There Insurance” website, social accounts and billboards across the country—including Times Square in New York City. Fans can expect more from KATSEYE and others on social as the campaign continues to unfold.

Legendary song powers a humorous Big Game moment

The “Stop Livin’ on a Prayer” creative platform is a natural fit for State Farm, delivering on three key objectives: Prompting people to think about their insurance coverage, tapping into a universally relevant cultural moment and entertaining audiences on the biggest stage in sports.

The parody encourages viewers to reflect on whether they have the coverage they need and if they have flexible service options — both digitally and having a real person in their community available to help guide them through their unique situation.

The campaign also marks the first time “Livin’ on a Prayer” has been used in a Big Game commercial. By pairing the iconic song with insurance-related lyrics, State Farm is tapping into memorability that lasts well beyond gameday.

The State Farm difference

At the heart of the campaign is what truly sets State Farm apart: Its focus on customers and delivering coverage options that are personalized based on customer needs. With more than 18,000 independent contractor agents living and working in communities across the nation, State Farm pairs helpful, local relationships with powerful digital tools, offering customers flexibility in how they’d like to be helped.