Good Neighbor Stories

State Farm® to play prominent role in NBA All-Star 2022

Fri, 18 Feb 2022 06:37:57 -0600

All-Star Saturday Night

After Covid-19 related cancellations in 2021, State Farm All-Star Saturday Night (ASSN) is back, as part of the 75th NBA All-Star 2022. State Farm All-Star Saturday Night will take place on Saturday, Feb. 19 at 8 p.m. ET (televised on TNT) at Rocket Mortgage FieldHouse in Cleveland, Ohio.

Featuring the Taco Bell Skills Challenge, MTN DEW 3-Point Contest and AT&T Slam Dunk, State Farm All-Star Saturday Night is always one of the highlights of the NBA All-Star.

New Commercial Spots

This season’s State Farm “Challenge Your Assumptions” campaign continues with two new commercial spots: 2K Gamers and Clipboard. The campaign challenges fans’ commonly held assumptions as a parallel to assumptions they might hold about the company’s home and auto rates, when in fact State Farm has Surprisingly Great Rates.

The spots feature point guard Chris Paul of the Phoenix Suns, and introduce Minnesota Timberwolves center Karl-Anthony Towns, Twitch Streamer & YouTuber GoldGlove, and Phoenix Suns Coach Monty Williams, also coaching Team LeBron in the All-Star Game.

State Farm Assist Tracker

During the All-Star Game, the NBA and State Farm® will donate $1,900 for every assist made, with the total amount split between the two-Cleveland based beneficiaries.

The Kent State I Promise Scholars Program provides higher education opportunities and wrap around support for underserved I Promise students in Northeast Ohio, while the Greater Cleveland Food Bank is the largest hunger relief organization in Northeast Ohio annually serving more than 400,000 people and providing life-saving food benefits to those in need.

In total, nearly $1 million will be donated to both organizations.

New Commercials: Jake meets folks with a striking resemblance to his football friends.

Fri, 10 Sep 2021 19:35:08 -0500

Kick off football season with some brand-new commercials featuring our very own khaki-clad spokesperson, Jake! Watch as Jake tries to convince his skeptical football buddies (Aaron Rodgers and Patrick Mahomes) that surprisingly great rates to fit any budget are available to everyone.

Our new commercials premiered on Sept. 9, and there are more new ads coming in October and November.

Drake from State Farm?

Mon, 08 Feb 2021 09:57:12 -0600

Drake from State Farm :30 | State Farm® Commercial

State Farm to Have First Ever Commercial during the Big Game

Tue, 02 Feb 2021 06:09:21 -0600

"Game Plan Tease 15"

"Team State Farm Roster"

Jake from State Farm is working overtime

Mon, 18 Jan 2021 07:27:30 -0600

"Coaches Call :15 "

"Groundskeeper :15"

Jake from State Farm has big game plans

Mon, 11 Jan 2021 07:30:02 -0600

"Jersey :15 "

"Whiteboard :15"

Watch as Things Turn Out Surprisingly Great

Tue, 22 Dec 2020 09:40:45 -0600

Join the conversation on Yammer!

Chris Paul is used to destruction when he’s in a State Farm^® commercial, but in these new NBA campaigns he learns things are not always as they seem.

Enjoy the new commercials, which debut during the NBA games today, Dec. 22, which include the Warriors vs. Nets and Clippers vs. Lakers, both on TNT. Watch for State Farm as a presenting sponsor of the ESPN/ABC NBA on Christmas Day coverage. And, to end on a good neighbor note, for every assist on the court this regular season, State Farm and the NBA will donate $5 toward community assists off the court as part of the NBA Cares State Farm Assist Tracker Program.

Watch Things Turn Out Surprisingly Great

Tue, 22 Dec 2020 09:32:51 -0600

Chris Paul is used to destruction when he’s in a State Farm^® commercial, but in these new NBA campaigns he learns things are not always as they seem.

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.

"Good Neighbor Relief" Commercial

Fri, 10 Apr 2020 08:40:42 -0500

Announcing the Good Neighbor Relief Program! Our auto policyholders in force between March 20 and May 31 will receive on average a 25% policy credit (no policyholder action needed). More than ever, being a good neighbor means everything.

"New Normal"

To any of our customers currently facing financial burdens, call your State Farm agent because we’re here to help make this “new” normal, feel just a little more…normal.

State Farm® Launches New Asian Creative Across Multiple Channels

Wed, 01 Aug 2018 00:00:00 -0500

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 3^rd.

“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.