After meeting Jake, a new face of State Farm who appeared during the company’s Super Bowl pregame spot, consumers might be wondering where the brand is headed next.
Now, the wondering is over, and it was hilariously worth the wait.
Launching tomorrow, State Farm’s new multi-year campaign, Like a Good Neighbor, re-envisions how the brand will present itself.
The first completely original spot of the new campaign, titled, Not the One, showcases how consumers will see Jake From State Farm in culturally relevant moments moving forward. Created by Chicago agency The Marketing Arm, the spot was completed with help from a number of Windy City Shops including Whitehouse Post, The Mill, and Another Country.
Extensive consumer research informed the campaign idea, modernizing State Farm’s iconic brand into its storytelling. As a result, the campaign spotlights a new Jake from State Farm and the Like a good neighbor, State Farm is there.® slogan.
Check out a sneak peek below.
STATE FARM
NOT THE ONE
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State Farm & the NBA
State Farm is also continuing its creative work in the NBA and basketball space.
Upcoming ads will feature NBA All-Star Chris Paul, Jake from State Farm and new to the State Farm roster, renowned actor Alfonso Ribeiro. This series of humorous NBA spots will debut during NBA All-Star Weekend.
Centennial anniversary
State Farm is coming up on its 100-year anniversary, and the brand aims to preserve and honor the equity it has created.
What you’ll see moving forward is State Farm understanding the strongest components of its branding, and using them to stay top-of-mind for an audience that is bombarded with tons of new messages every day.
CREDITS for ‘NOT THE ONE’
CLIENT
State Farm
Assistant Vice President — Patty Morris
Marketing Director — Sue Beigie
Marketing Manager — Susi Lucas
Marketing Analyst — Tim Thomas
Marketing Analyst — Christine Williams
Marketing Analyst — Annie Rondone
Marketing Analyst — Nick Aviles
AGENCY
The Marketing Arm
VP, Group Creative Director — Craig Miller
SVP, Group Creative Director — Harris Wilkinson
Creative Director — Aaron Frye
Executive Producer — Will St. Clair
Director of Production — Scott Kemper
SVP, Client Service — Amy Erschen
Group Account Director — Johnny Fitzsimmons
Producer/PBM — Ellen O’Donnell
PRODUCTION COMPANY
Arts & Sciences
Director — Mike Warzin
Managing Partner, EP — Marc Marrie
Partner, Managing Director — Mal Ward
Producer — Alex Waite
EDITORIAL
Whitehouse Post
Editor — Matthew Wood
Editor — Carlos Lowenstein
Executive Producer — Kristin Angletti
Producer — Dawn Guzowski
VFX
The Mill
Executive Producer — Peter Hullinger
Producer — James Babiarz
VFX Supervisor — Randy McEntee
2D Lead — Cory Davis
AUDIO
Another Country
Executive Producer — Tim Konn
Engineer — Peter Erazmus
Assistant — Logan Vines
ACTORS
“Abby” — Reina Hardesty
“Preston T” — Taylor Handley
“Jake” — Kevin Mimms
