Good Neighbor Stories

Drake Stands in for Jake in Super Sunday Spot.

Mon, 08 Feb 2021 09:55:00 -0600

Drake from State Farm and Jake from State Farm did not disappoint this weekend! The first ever State Farm^® Big Game commercial aired with two high profile stand-ins – Drake and Paul Rudd, not to mention the Cheesehead from earlier State Farm commercials. Although Drake and Paul aren’t planned for future State Farm commercials, they have made their mark in State Farm history.

Congrats to Patrick and Aaron!

And although they didn’t win, a huge congratulations to Patrick Mahomes and Kansas City. And an equally huge contratulations to Aaron Rodgers on earning his third MVP award, one of three players to be recognized more than twice with the pro football honor.

Consumers can view other current commercials and will continue to hear from State Farm^® in a fresh, updated voice on the company's Commercials YouTube Channel.

State Farm to Run First-Ever Big Game Commercial

Tue, 02 Feb 2021 06:15:00 -0600

Jake from State Farm has worked hard to make sure #TeamStateFarm is in the Big Game. Patrick Mahomes and Kansas City are ready to defend their title. As Jake promised, all of #TeamStateFarm will still be there…in the first-ever State Farm commercial during the Big Game! Jake is pulling out all the stops. Surprises are in store.

There will also be a behind-the-scenes look at our commercial during the 20^th anniversary of CBS’ “Super Bowl’s Greatest Commercials” TV special, so tune in Wednesday, Feb. 3, at 8 p.m. ET.

Jake from State Farm is still working hard for #TeamStateFarm. Check out the new videos and stay tuned for more fun to come.

Consumers will continue to hear from State Farm^® in a fresh, updated voice and new direction. View other current commercials below or to see all, visit our Commercials YouTube Channel.

State Farm selected as a marketer of the year.

Mon, 07 Dec 2020 09:08:00 -0600

State Farm^® has been named a 2020 Marketer of the Year by Ad Age. The advertising publication said of the organizations honored, "The 10 brands that comprise Ad Age’s 2020 Marketers of the Year list didn’t just survive the pandemic, they thrived."

And in 2020? What an accomplishment!

“In February, when we refreshed our brand and reintroduced Jake from State Farm, none of us could have imagined what was about to unfold,” said Rand Harbert, Executive Vice President and Chief Agency, Sales and Marketing Officer. “In this unique time, being a good neighbor is more important than ever, and we continue to find new and different ways to tell our story to consumers."

The Ad Age editorial board determines the nominees, so this recognition is especially meaningful because there is no application process in order to be considered. Read the full Ad Age story.

Excerpts from the Ad Age story:

In late January, weeks before the pandemic set in, State Farm made a move that would power the insurer through a turbulent year: It rekindled its iconic tagline, “Like a Good Neighbor, State Farm Is There.” The 49-year-old line is among the most recognizable phrases in advertising.
In 2020, the 98-year-old company did more than reclaim a piece of its past—it unleashed a modernization program that touched nearly every facet of its business, from overhauling its media investments and ad partnerships to bolstering its digital acumen. In an era when plenty of brands are playing lip service to “agility,” State Farm moved faster than most, getting coronavirus-response ads to air quickly while finding new ways to reach consumers, including moving beyond its normally sports-heavy strategy when leagues shut down earlier this year. The overhaul led to a record year of growth as it added 1.5 million auto policies through November.
...consumers put a premium on brands they can trust. State Farm boosted its loyalty with its "Good Neighbor Relief Program," which has returned $4.2 billion to customers via rate reductions and dividend credits. The program, which began in the early days of the pandemic, was communicated with an ad filmed by State Farm associates from their homes that the insurer turned around within days. While competitors unveiled similar programs, State Farm’s earned a top “A” grade from the Consumer Federation of America. "In this time where people are looking for safety and resilience and some sense of comfort, their marketing has definitely exemplified that," Carney says.
State Farm also gained notice by sponsoring late-night talk-show host Jimmy Fallon’s "At Home" edition in April that included the late night talk show host plugging the insurer’s backing of a Red Cross donation program with a handwritten sign. Other sponsorships it struck on the fly included backing a special "Parks and Recreation" reunion on NBC and "The Disney Family Singalong" on ABC.com.

The Ad Age story also called out our ‘The Last Dance’ Deep Fake' commercial.

"State Farm, which typically makes big investments in sports marketing, also found a way to stay top of mind when pro leagues shut down in March and April. Its sponsorship of ESPN’s “Last Dance” Michael Jordan documentary drew major buzz—thanks to an ad from ESPN CreativeWorks that used deepfake technology for an ad showing Kenny Mayne sitting at 1998-era “SportsCenter” anchor desk talking about the Bulls documentary that will hit 22 years later."

'Last Dance Deep Fake' has also garnered other impressive accomplishments:

Adweek’s #Adnatomy, a new video series exploring how brands, agencies and production companies continue to make commercials during the pandemic, sat down with the team at ESPN to chat about their much-heralded “Deep Fake” spot with State Farm,
Hashtag Sports Awards – Winner, Most Engaging Advertisement – which celebrates the most engaging content, creators and campaigns in sports and entertainment.
2020 Clio Sports Awards – four Clios, two Gold, two Silver. Clio Sports honors the best in sports advertising and marketing around the world. Annually, the foremost sports business influencers — marketing executives, commissioners, broadcasters and athletes alike — convene to select and celebrate the breakthrough communications that propel the industry forward, inspire a competitive marketplace of ideas and foster meaningful connections within the creative community.
The Festival of Media North America Awards – several awards included: Campaign of the Year, Best Sports/Entertainment, Best Collaboration, and Best Branded Content.. Festival of Media Awards programs have been showcasing the very best in media and marketing campaigns, while upholding and maintaining global industry benchmarks throughout the sector for more than 14 years.

In the News:

MediaPost: 'People,' State Farm Team For Campaign Around People-Of-The-Year Franchise (12/3/20)
The Kansas City Star: Chiefs’ Patrick Mahomes shows off cornhole game skills in new State Farm commercial (9/11/20)

Consumers will continue to hear from State Farm^® in a fresh, updated voice and new direction. Visit our Commercials YouTube Channel.

Are You Ready for Some Football Commercials?

Thu, 05 Sep 2019 09:22:00 -0500

The 2019 football season kicks off with the storied Bears vs. Packers rivalry on Sept. 5. During a break in the action, the rivalry between Aaron Rodgers' sports agent and State Farm agent will also air in new "Agent vs. Agent" campaign ads.

Rodgers (Green Bay Packers quarterback) remains the target of the one-sided rivalry between his on-screen sports agent Gabe Gabriel and real-life State Farm Agent Patrick Minnis. This season, Gabe introduces his new client Patrick Mahomes (Kansas City Chiefs quarterback) in an attempt to one-up his rival agent.

“I’ve been involved in a few different campaigns over the years with State Farm, but this latest is one of my favorites," Rodgers said. "It’s been fun to see how these agents of mine try and out do each other. And, having Patrick (Mahomes) making a few cameos will be a nice surprise for the fans.”

Gabe's attempt to make Aaron jealous by bringing on last year’s MVP is futile. Throughout the various ads, Gabe tries to show his value. Instead, he sets up the State Farm agent who demonstrates how helpful and understanding State Farm can be.

“I’m pumped to be working with State Farm and Aaron," Mahomes said. "I’ve been a big fan of their ads for years, so it’s really exciting to be joining the team.”

The ads will run on broadcast, social media, radio, and elsewhere until the conference championship games which start Jan. 19, 2020.

DDB Chicago created the “Agent vs. Agent” campaign. It shows how State Farm is Here to help life go right®. It offers the care of an agent who knows you, matched with technology that makes doing business easier.

In the News:

Forbes - Exclusive: Aaron Rodgers has new MVP 'Mahomie' in State Farm ads (09/05/19)

"This Is Us" Integration Begins January 15

Wed, 16 Jan 2019 07:44:00 -0600

The second year of the State Farm multi-platform, custom-content integration with “This Is Us” kicks off January 15, 2019. The content highlights the special relationship between State Farm agents and their customers through real-life, non-claim moments. Each of the three custom pieces is inspired by stories from the real State Farm agents featured in the segments. They will air during the broadcast of three different episodes of “This Is Us”. Complementary content will also be available through NBC.com, Buzzfeed and via social media (Instagram/Twitter/Facebook).

In a time when it’s more important than ever for brands to reach audiences during contextually relevant scenes, the spots are rooted in the sentimental tone of the show.

“We are so proud to partner with NBCU again on this truly powerful program,” said Ed Gold, Advertising Director, State Farm. “The story architecture of This is Us allows us to demonstrate how our State Farm agents are there to help - even above and beyond their customer’s insurance and financial services needs.”

In the News:

WESH-TV, Ocala, Fla.: Ocala father and daughter featured in heartwarming commercial during ‘This is Us’ (2/12/19)

NBC AND STATE FARM® COLLABORATE ON “THIS IS US” ORIGINAL CONTENT CAMPAIGN

Tue, 09 Jan 2018 00:00:00 -0600

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 NBC.com.

“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.