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.

State Farm^® is celebrating its 100th anniversary in 2022 by building State Farm Neighborhood Assist bigger. This year, the program will award 100 $25,000 grants (vs. 40 grants in previous years) to nonprofit organizations to help fund neighborhood improvement projects. Additionally, we’re doubling the number of cause submissions to 4,000.

Submissions for this year’s program will be accepted starting February 16 at 1 p.m. ET and will end once 4,000 submissions are received. The voting phase will follow from April 27-May 6, where the public can vote for their favorite causes from the list of 200 finalists. The 100 winners will be announced June 7. For more information, please visit https://www.neighborhoodassist.com.

En Español

Freddy Rivera, a New York City native, finished two years at a university in Puerto Rico in 2000. He did well academically, but couldn’t find a good job and felt out of place.

“I grew up in New York City,” explains Freddy. “But my parents retired to Puerto Rico so I followed along.”

He realized he needed a new location and a career. With a lifelong respect of the military, Freddy enlisted in the Army. He went into combat three times, serving in Iraq and Afghanistan as a Black Hawk mechanic and instructor.

He wanted to continue his Army career, but unfortunately Freddy had to medically retire in 2014 due to a traumatic brain injury and back injuries.

“I wanted to stay,” says Freddy. “It’s been difficult adjusting to civilian life. It’s very different and I was struggling.”

“After the Army, I was doing radio broadcasting and videos for local communities, but I was doing things the wrong way,” he continued. “I didn’t have a clue and desperately wanted to attend a school to learn the proper way, but they were all too expensive. So, I prayed, and got a miracle.”

One day, Freddy received an email from the Connecticut Public Broadcasting Network (CPBN), offering free media training for veterans and their family members. Freddy responded to the school that night.

“I needed to attend their classes,” Freddy says. “This was my opportunity to learn something to carry me into my next career.”

He was accepted into CPBN’s Veterans Vocational Training Program (VVTP), which is supported by State Farm. But there was a catch. The classes were in Connecticut and Freddy now lived in Virginia with his family.

“It was scary,” he explains. “I had no place to live near the school, but I wanted this course so badly.”

A week before the program began, Freddy contacted a cousin in Connecticut who he had never met, and asked for help. She offered to rent him a room.

“It was tough leaving my wife and kids, but I thought of it as a deployment,” he says.

“PBN’s service to veterans is like nothing I’ve seen before,” he shares. “The staff treats veterans and their families with respect and kindness. Plus, I met other veterans with stories and experiences similar to mine. It made me feel comfortable and I formed many lasting friendships.”

Freddy attended a second semester while renting an apartment two blocks from the school. He took advantage of every class offered, learning new programs, videoing, editing, radio broadcasting, photography, and more. He even toured TV stations.

“Once Freddy enrolled in the program, he sought out every opportunity for growth and learning, says CPBN Senior Vice President of Education Donna Sodipo. “As a result, he not only passed his Adobe Premier Pro certification exam, but took the time to mentor high school students through WNPR's ‘Radio Lab’ project. His enthusiasm was contagious. Freddy’s dedication and success are remarkable, and speaks to the potential that can be realized through the Veterans Vocational Training Program.”

“The atmosphere around the program is great and they teach in a style that was very helpful for me to learn given all of my service connected conditions,” says Freddy. “I often asked the same questions over and over, but they always responded with patience and understanding.”

Freddy is back living with his family in Virginia, but continues to look for more CPBN courses. He currently creates websites, small videos, and t-shirt and print design, but hopes to own his own radio station one day. His goal is to bring positive messaging to his community, focusing on religion, current news, and sports.

“My experience with CPBN has been unforgettable,” says Freddy. “There is now a part of Connecticut and CPBN in my heart. The entire staff is amazing and they made the adrenaline pump through my veins again.”

“Thank you, CPBN and State Farm, for greatly impacting veterans’ lives, as well as our communities.”

Life for baby Mariam, is about to take a drastic turn.

The boy with the cape:

As a child, Jared Shoemaker of Tulsa, Oklahoma was known for helping others. Dubbed the “protector,” it was common to see the brown-eyed boy dressed as a superhero swooping in to save the day.

“Jared was strong, always lending a hand,” smiled his mother Linda. “In fact, when he learned a bully had been taking his younger brother’s lunch money, Jared chose to confront the culprit face to face."

All it took was one intense stare down from Jared, eye to eye with the bully...

The lunch money never wound up in the wrong pocket again.

A decision to serve

“As Jared got older, serving and protecting remained a top priority,” said his father Ken. A State Farm agent with a knack for helping others, Ken thought his son might follow in his footsteps.

“I wanted him to go into business, but Jared always wanted to be a Marine,” he smiled.

Jared joined the U.S. Marine Corps in 2002, and in 2006 left for his first tour to Fallujah, Iraq.

“Our phone calls were scarce and when we did talk, Jared would tell us he was okay and things were fine,” Ken explained. “To be honest, he made it seem like an uneventful tour.”

Even his letters were basic. But between these lines of ink…a different story was unfolding.

Meeting Mariam:

While serving in Iraq, Jared and fellow service members encountered a frantic woman clutching a baby to her chest. It was clear, the child needed help.

Jared learned the baby named Mariam, had a rare medical condition where her bladder was growing on the outside of her body. Without medical care, she wouldn’t survive, but the decision to help was dangerous. With tensions high in Iraq, Jared and his platoon were frequently under enemy fire. So they created a plan to protect Mariam, her family and themselves.

Hope in the Night:

When the sun set, and the streets were clear, Jared and fellow Marines would visit the baby’s home in secret. But the troops knew these trips in the night were a temporary fix. Mariam needed more care.

Through a series of carefully coordinated efforts - plans were made to fly the baby girl to the United States for surgery at Massachusetts General Hospital in Boston.

A Precious Sacrifice:

That fall, Mariam’s life was saved. But Jared Shoemaker never knew that. Neither did his fellow Marines.

About a month prior to Mariam’s surgery, the men were on a routine patrol when they came in contact with an Improvised Explosive Device (IED). The bomb went off with a blast so forceful, everything changed in an instant.

On September 4, 2006, Jared Shoemaker lost his life.

He was 29 years old. Two other Marines passed away that day. Only one survived. 

The Protector’s Story: Revealed

Ken and Linda never knew their son had been working behind the scenes to save Mariam’s life, until one of Jared’s commanding officers visited their home.

“After Jared’s passing, he told us what had really been going on,” Linda explained. “It meant so much to hear this…it was very healing for me.”

“It shows our troops are there to make peace,” added her husband Ken. “You truly see the best of the best in these young men. They volunteer to serve and sacrifice. We owe them a lot.”

To this day, the Shoemakers have not met Mariam. A few weeks after her surgery, she and her family returned to Iraq. And yet, Mariam continues to hold a special place in the Shoemakers’ hearts.

Recently the Shoemakers attended a reunion with about 300 Marines, many of whom served with Jared. There, they learned one of the Marines would be heading back to the Middle East.

“He plans to put out some feelers - and see if he might be able to locate her,” smiled Ken.

The Shoemakers continue to pray for the child they never met. They pray for her safety, for her health and happiness.

And they hope one day, their paths will cross. “We would love it if we were able to meet her,” said Ken.

A Lasting Legacy:

In his short life, the boy with the cape, the ‘protector’ who loved superheroes…grew up to do more than save the day. Jared Shoemaker helped save lives.

Photo Credit Stephen Pingry/Tulsa World

“These men and women have a special call to duty, and should be honored,” said Ken. “Jared was there to help, and to protect the citizens of Iraq.”

And through his selfless acts of courage and kindness, Jared’s legacy will continue to live on in the hearts of those who knew...

This protector, turned hero.

Their fellowships began “during a tumultuous time.” They had just arrived two weeks before the 9-11 attacks in New York City and Washington, D.C., their new hometown.

“The attacks set a tone for the year. The event gave me a great sense of appreciation for every opportunity during our time in the city,” shared Zoraima. “CHCI provided an intellectually-rich environment for each of us to explore and learn from each other and our other fellows.”

Both Zoraima and Chris felt their time at CHCI put them on their path to success, service…and love.

“The CHCI experience had a tremendous impact on my personal and professional trajectory,” Chris explained. Following his time as a CHICI, he went on to the Kennedy School of Government and Boston University School of Law. “My placement at Mexican American Legal Defense and Education Fund was the first time I had ever worked with an attorney.”

Fourteen years later, the couple is back in Texas (Brownsville). They married and now have two young sons. Today, Chris is serving his community and country as an attorney with the federal government.

“… [The CHCI] experience must have planted a seed in my mind to…have a career in public service and become the first attorney in my family,” Chris expanded. “I even learned about my current position through a fellow CHCI alumnus.”

Zoraima is now the La Puerta Program Manager for the Community Development Corporation of Brownsville. She assists low-income working families to achieve financial stability and get a home.

The couple are equally committed to their community as they are to their family.

“As working professionals with young children, our days are often a blur. We attempt to balance between birthday parties and board room meetings,” Zoraima explained.

Ultimately, they want to pass along their legacy of leadership and service to their sons. They want to create opportunities for them and other children in their community.

“Our sons are a blessing from God, and we recognize that we are stewards of this great blessing,” Zoraima said. “We pray our sons will mature into wise and courageous men. That they always strive for excellence and have a heart to serve others.”

Chris and Zoraima are dedicated to building the next generation of Latino leaders. Their hard work and commitment represent the values and purpose of Hispanic Heritage Month.

“Hispanic Heritage Month is an opportunity for CHCI and everyone to celebrate the tremendous contributions our community has made and continues to make to this great nation,” said Domenika Lynch, CHCI President & CEO. “In a nation where one in four children is Latino, it is critical they see their own faces reflected in the history of our country.”

“We know the future success of America is directly tied to the success of Latinos,” Domenika continued. “This Sept. 15 to Oct. 15 we applaud the accomplishments of our alumni and the Latino community. We also encourage all Americans to join the more than 55 million of us commemorating National Hispanic Heritage Month.”