- State Farm is rolling out its biggest creative effort in three years with a concentrate on its jingle and a cadre of famous faces, in line with details shared with Marketing Dive.
- “The Right Kind of Magic” shows consumers reacting to situations that decision for insurance with phrases like “That’s ludicrous!” Saying these words magically summons a related celebrity, e.g., rapper Ludacris, who turns to State Farm and brand mascot Jake to offer actual help.
- Developed with agency Highdive, the campaign will begin airing on Thanksgiving across broadcast, streaming, digital, social and radio. State Farm will push a second wave of ads across the NBA, WNBA and NCAA seasons, with recent work from Highdive and (*3*) premiering Christmas day.
“The Right Kind of Magic” is State Farm’s biggest creative launch since 2020 but leans into themes that ought to be familiar to many consumers. The campaign puts a renewed concentrate on the brand’s recognizable “Like a Good Neighbor” jingle and mascot Jake from State Farm, a personality who was re-introduced as a part of a creative refresh three years ago and has developed a loyal following of his own.
State Farm is pairing those brand assets with a roster of celebrity partners, including Ludacris, Jimmy Fallon and college basketball star Caitlin Clark, the latter of whom is a component of the corporate’s first name, image and likeness deal. The recent ads mark the primary output of longer-term relationships with each Fallon and Clark, in line with a press release. This can also be State Farm’s first major work from agency Highdive since adding the indie shop to its creative roster in July.
Spots rolling out across the Thanksgiving holiday play on the photographs of State Farm’s ambassadors in a lighthearted manner. “You’re Joking,” which fits live Thursday, shows a teenage girl being gifted a automotive by her father, leading her to exclaim, “Are you joking?” This response summons Fallon in a genie-like fashion, with the frazzled late-night host still in a bathrobe and brushing his teeth. Fallon launches right into a bit before realizing that the family is definitely in need of automotive insurance, not jokes, leading him to sing the State Farm jingle and convey Jake into the image.
“This is Ludicrous,” airing on Black Friday, follows an analogous plot: A pair returns home to seek out their kitchen in disarray on account of a broken sink faucet, causing considered one of them to shout, “This is ludicrous!” Ludacris emerges from thin air, acknowledging that the situation is indeed ludicrous and that he can’t actually provide any assistance.
State Farm is ramping up its marketing ahead of the vacation rush and as sports leagues, including the NBA and NFL, enter the thick of their seasons. The company is attempting to position itself on the intersection of sports and consumer culture on the backs of brand name assets like its jingle, marketing chief Kristyn Cook said in an announcement.
The insurance firm has made tapping into culture a much bigger mandate to attach with young consumers. Earlier this fall, it paired Jake from State Farm with Donna Kelce, the mom of Kansas City Chiefs tight end Travis Kelce, for a social media stunt that riffed on the NFL athlete’s headline-grabbing relationship with Taylor Swift.
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